The Training Source Book 2015

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The essential training resource for cookshops and housewares retailers

S P E C I A L P U B L I C AT I O N

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design, colour and function for the home

Exclusively Exclusively Housewares...

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Leader

Editor’s

welcome

W

elcome to the 2015 edition of the

easy read that can quickly help build their

Cookshop Training Source Book. There

knowledge or refresh their memories about the best

are 16 colourful and engaging

way to sell cookware.

sections that collectively cover pretty much all the

They know, better than anyone, that anything that

product categories that you'd expect to find in a

can hone their knowledge and help give their

good cookshop.

customer service skills the edge over their

Huge thanks to our sponsors, many of whom have

competition is certainly welcome.

been with us for years; they know that this

Consumers remain cautious in their spending, but

publication provides a

that can be good news for

valuable resource for retailers

the specialist cookshop or

to use as a quick and easy

cookshop department,

read about the categories

because the ongoing trend

that interest them.

to entertain at home

We've aimed, as always, to

means an open-

strike the right balance

mindedness about

between educating shop

spending on quality

staff about the variou

cookware products.

product categories and blinding them with science

We hope that the Training Source Book will give

(or indeed, at the other extreme, teaching them to

you the confidence you need to engage with

suck eggs!)

customers –from absolute beginners in the kitchen

And, though each section is sponsored by a

to well-informed amateur chefs.

particular manufacturer, we've aimed for the book to

Sue Fenton

be a generic guide to the categories as a whole.

Editor

Many retailers tell us that the Training Source Book is a key element of their in-house training material, because of the straightforward way it presents product information and its numerous ideas for how to communicate with customers about the products.

It is widely relied upon by retail staff at all levels o seniority and experience, who see it as an enjoyable,

PROGRESSIVE HOUSEWARES

This Training Source Book was published by Max Publishing and was brought to you with Progressive Housewares. Tel: 0207 700 6740.

Training Source Book Editor: Sue Fenton (www.fwords.co.uk), Publisher: Patrick Wade (mediap@aol.com), Joint Managing Directors: Warren Lomax (warren@max-publishing.co.uk) and Jacqueline Brown, Progressive Housewares Editor: Jo Howard (joh@max-publishing.co.uk) Design: Mark Grayson

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Contents

What’s inside?

20

32 64

70 8-13 14-19 20-25 26-31 32-37 38-45 46-51 52-57

14

82

38 58-63 64-69 70-75 76-81 82-87 88-93 94-99 100-105

Aluminium cookware Asian cookware Baking and cake decoration Blending & juicing Cake making Cast iron cookware Coffee making Food preparation

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58

Hard anodised cookware Induction cookware Kettles & toasters Kitchen tools Mills Multi-iply cookware Stainless steel cookware Waste storage

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sure save ave the dates ffor o or Be sur e to sa Exclusively shows the 2016 Exclusiv ely sho ws in your diary now! y our diar y no w!

We W e look forward fo orwa arrd to welcoming welcoming you you to the sho shows! ws! www www.exclusivelyhousewares.co.uk w..exclusivelyhousewares.co.uk www.exclusivelyelectrical.co.uk www w..exclusivelye electrical.co.uk

Run b by y the industr industry, y, for for o the t industr industry y

Exclusively Housewares will run r un alongside its Exclusively NEW sister sho w Exclusively Exclusively Electr ical, designed show Electrical, especiall o or small domestic aappliance b uyer s especiallyy ffor buyers

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2,000 exhibitors from 6 continents

60.000 attendees from over 125 countries

REGISTER for your FREE entrance badge now!

housewares.org/attend housewares.org/exhibit housewares.org/networking

march 5-8 • chicago, usa

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The International Home + Housewares Show in Chicago is always one of the most inspiring fairs that we visit. Increasingly international, there is a real sense of welcome for overseas buyers – the IHA works harder than any other show to achieve this. We find a lot of innovation, interesting design and brands that we haven’t seen at the European shows. The opportunity to visit the U.S. retailers and see class-leading merchandising is also time well spent.

Ben Phillips Managing Director, Steamer Trading

high design and intelligent innovation • the best international products and brands, design and quality from around the world • the entire product lines of North America’s leading home & housewares manufacturers, product suppliers and designers • innovative new brands, products and product lines not available in Europe or Asia

world class ideas and partnerships • first-class learning and networking opportunities for both specialty retailers and corporate buyers • the finest U.S. home & housewares retailers to visit – Williams Sonoma, Crate & Barrel, Sur La Table, Container Store and more – featuring unique ideas and innovative merchandising techniques • expert information from the leading global authority on color and material trends for 2016/2017 at the Pantone Color Watch display and seminars • advanced strategic knowledge on sustainability and “going green”

For more information, contact IHA UK Office, PLIMCO: Marcus Findlay, Tel:+44 121 580 8398, ihauk@plimco.co.uk Pauline Clements, Tel:+44 121 580 8398, ihauk@plimco.co.uk For travel arrangements, contact Expose Travel, Paul Vasdev Tel: +44 1883 349576, Email: paul@exposetravel.uk

Aluminium cookware

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Retailer insight “Consumers have changed their way of purchasing cookware; trading up to higher quality materials in order to make daily life easier is the new inside trend, with products that will last and make life simple being preferred over price-saving offers.

The touch and feel of the products remain essential in the path of purchase, which is why we keep improving our in-store experience with demonstrations, POS and staff training as well as store events. As a retailer it is important that we represent what is happening within the market place, including new innovations and ways of cooking.�

Nicola Hattersley, cookshop buyer, John Lewis

This section is kindly sponsored by

Tefal is a world leader in non-stick cookware, offering a host of stylish, high quality and innovative products designed to simplify everyday tasks in the home. Tefal attracts and involves top chefs in the design and production processes, and strengthens its market presence further with deep and enduring product placement and advertising.

As the industry benchmark, Tefal sets the standard in non-stick coating technology; the brand is recognised for the variety and originality of its offer, and renowned for its unique Thermo-Spot heat indicator.

Tefal has been supporting consumers for more than 50 years with ingenious products that deliver healthy, balanced cooking and guaranteed results.

Add to this the excellent aftersales care, impactful and informative packaging and, with price points to suit all budgets, you see why Tefal is regarded as the shopper's number one choice for branded cookware.

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Aluminium cookware Inset: Tefal's new Ingenio concept features detachable handles, offering ultimate versatility and up to 40% more space saving.

Stack of benefits Market overview Consumers appear to be feeling more optimistic about the economy and are spending more on shopping. Meanwhile, television cookery programmes and celebrity chefs have a broad appeal that inspires consumers to develop their culinary skills. Despite a growing volume of overall purchases being made online, especially during sales periods such as Black Friday or Boxing Day, cookware shoppers purchase mainly in store as they want to experience, feel and touch the product.

The value of the pots and pans market is down year on year due to artificial growth generated by grocery retailers' loyalty programmes in 2013. But the underlying trend is upwards: the market grew by a healthy 5.3% between 2012 and 2014, according to GfK. Tefal brands keep growing and account for almost a quarter of the total market value, says brand owner Groupe SEB; the company says this is due to its strength in identifying long-term trends and to staying away from gimmicks that could damage the brand’s reputation. Consumers tend to replace their cookware with brands they trust.

Innovations

reduced by a third since the 1960s (Marsh & Parsons) and it offers 40% more space saving than conventional pans thanks to its detachable handles.

In addition to its space-saving qualities, the detachable handles also make Ingenio extremely versatile as the pans can be transferred easily from the hob to the oven, to the table, and then stored in the fridge or freezer. Ingenio has been very successful since its UK launch back in 2013, having won the “Innovation in Product” award at Max Publishing's 2014 Excellence in Housewares awards, and GHI accreditation for both 2014 and 2015.

Tefal Ingenio is currently available in three different

Cookware suppliers have always thrived on innovations that make life easier for consumers.

Tefal, for example, which says innovation is “in our DNA”, has launched many developments since it launched its first non-stick frypan in 1954. Notably these include the legendary Thermo-spot, Titanium coating and most recently the Ingenio concept: a full range of stackable pots and pans with a patented, robust detachable handle that attaches and detaches with a single click.

The Ingenio concept was inspired by the fact that the size of the average family kitchen in the UK has

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Aluminium cookware

aluminium ranges – the premium Ingenio Induction for all hob types, which features Tefal’s most durable Titanium non-stick coating; Ingenio Enamel, which has a glossy enamel exterior and Tefal’s Intensium non-stick Above: The Ingenio 13-piece set includes (which lasts up to pots, pans, detachable handles and stackable lids. twice longer than Below: Ingenio's stackable lids mean that three lids take up the same space as one most other traditional pan lid.

non-sticks); and the new Ingenio Essential, which in 2015 will take the concept to the mass market. All ranges are dishwasher and oven safe, and feature Tefal’s patented Thermo- Spot technology.

Ingenio also features a range of accessories, such as a steamer insert that converts the Ingenio sautepan into a steamer, a pasta insert that fits perfectly into the 20cm saucepan, and a grill insert for healthy grill-marked meals. The range also comes with stackable glass lids with fold-flat butterfly knobs, a universal straining lid and hermetic plastic lids for fridge storage.

Inset: As penetration of induction hobs increases, there is more inductioncompatible cookware available.

Trends ● Cheap cookware is now disregarded by most consumers; they tend to trade up to branded items offering added value features or substrates such as hard anodised. Quality hard anodised ranges have been manufactured to offer maximum durability with a finish designed to withstand abrasion and corrosion. For example, the new Jamie Oliver hard anodised Professional Series has been treated to make it dishwasher safe. ● Cooking has become more 'international' and manufacturers have addressed this with a variety of cookware suited to South Asian cooking.

For example, Tefal’s non-stick chapati pan and traditional khadai have proved very popular since launch in 2012 as interest in Indian cooking continues to grow.

Above: The Madras Collection is one of ● Emerging cooking styles such as Tefal’s best-selling ranges, which shows fusion food and street food are the manufacturer investing in trends becoming more important in 2015. such as ethnic cooking.

Left: After working with Jamie Oliver for Traditional ethnic favourites will over a decade, Tefal has recently continue to be important in the UK, strengthened its Jamie Oliver range with though cooks are becoming more two new launches. adventurous and confident, using a wider choice of meat, fish and vegetables. ● Dining in remains very much 'the new eating out' and this trend will continue for some time. The continuing growth of the pots and pans market proves that consumers are hungry for new and up-to-date products that help improve standards of home cooking. Manufacturers need to stay up to speed with market innovations such as induction hobs; sales of these are growing year on year, which is compelling many consumers to replace their pots and pans. ● With TV chefing programmes remaining extremely popular, chefendorsed products will continue to attract buyers. Tefal for example, has worked with Jamie Oliver for over a decade.

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Aluminium cookware

Merchandising tips ● Cookware is a very tricky commodity to merchandise; if not done correctly the display will look messy and disorganised. So always display range pieces together and stock fully boxed product so the consumer can see the size and description of the item. ● Try adding complementary products such as kitchen utensils to make a lifestyle display that will generate impulse purchase. ● Highlight any advertised lines to benefit from the coverage. For example, a television campaign is planned to support Tefal Ingenio in 2015. Product endorsement by celebrity chefs massively supports sales because chefs are an authority in terms of cooking so the associated ranges are perceived as trustworthy. ● Use all available manufacturer assets such as packaging, point-of-sale material, consumer leaflets and in-store videos to highlight the features and benefits of aluminium cookware. These act as a sales aid by clearly showing the consumer what the range features are. ● Take advantage of suppliers’ training and merchandising advice. Use the manufacturer range information sheet with price guidelines to better understand the trade-up between ranges. The manufacturer buying guide will communicate the benefits of different materials and pieces and will simplify and ease the purchase process.

Proactive selling questions

Who buys aluminium cookware?

● How often do you cook? Do you tend to fry, stew, boil, steam or bake? How many people do you cook for? The same piece of cookware (for instance, a sauté pan) can be used for different purposes such as frying, boiling and stewing but some of our ranges feature jumbo-sized frypans or omelette pans too. ● What range of cookware do you have at present?

Loose pieces or sets? Are there any problems or shortcomings with it? ● Did you know that sets are about 20% cheaper than buying the loose pieces separately? So you could buy a standard set and then add to it with specific items such as wok pan, stewpot or oneegg wonder. ● Do you find your current pans are inconvenient because of poor heat distribution, sticking food, warping or distortion? Are they difficult to handle and clean?

Aluminium cookware appeals to a large audience from beginners to gourmet cooks. The fact that it promises excellent conductivity and durability on both the exterior and interior of the product makes it one of the most trusted substrates, which is important given that consumers are always looking for long-lasting products that will be easy to use everyday.

● Did you know that aluminium cookware is durable and light-weight, so very practical for everyday cooking? Some ranges have features to improve the cooking experience, such as an anti-warp base, a dishwasher-safe option, durable non-stick coatings, and soft-grip handles. ● Have you watched one of this chef's shows or read one of his books? Have you seen this range on TV or read an article in the press? ● Did you know the chef was fully involved with the development of these new ranges? ● Can I tell you about the performance and benefits of this range and show you its special features?

Inset: Having detachable handles means that Ingenio pans are much easier than conventional pans to stack in the dishwasher or to hand-wash in the sink. The secure and strong handles can handle weights of up to 10kg, and are guaranteed for 10 years.

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Aluminium cookware

Glossary Aluminium: Sheet metal that is pressed, using heat, into the shape of a pan. The finish created is 2.9 times lighter in weight than steel and has thermal conductivity 13 times better than stainless steel. Aluminium also has excellent heat diffusion so offers even cooking results, and is corrosion resistant.

Cast aluminium: Molten (liquid) aluminium that is poured into a mould.

This process gives an extremely durable and scratch-resistant finish.

Hard anodised aluminium: Aluminium cookware that is plunged into a sulphuric bath. The chemical process oxydises the metal, making it extremely hard-wearing.

Inset: Aluminium is a substrate that promises excellent heat conductivity and durability.

Consumer FAQs Q. What are the practical benefits of aluminium cookware?

A. It is durable, hard-wearing, long-lasting and light in weight, which makes it easy to handle.

Q. Is aluminium cookware easy to clean?

A. Yes. Most ranges have been treated to go in the dishwasher but the non-stick interior and exterior make it easy to wash by hand too, with the minimum of effort.

Q. Are there any problems with aluminium cookware?

A. This depends on a variety of factors: the quality of the cookware brand, the level of coating and the way a consumer uses the product. Some suppliers, such as Tefal, offer a lifetime guarantee, such is the quality of the coating on its products.

Q. Will food stick to it?

A. Not with a quality non-stick coating.

Q. Can I use metal utensils?

A. Aluminium cookware is very strong and durable but not all non-stick coatings are metal utensil safe.

Among those that are is the one used by Tefal, which uses a unique coating on many of its products called Titanium, Pro-metal or Intensium.

Q. Can aluminium can be used on all types of hobs?

A. Some ranges can. If you need inductioncompatible products you should check with individual manufacturers. Induction-compatibility is usually stated on product packaging.

Above: The stackability of the Tefal Ingenio range means it can be tucked away out of sight when not in use.

TSB Verdict With consumers spending again and looking for products that are perceived as reliable and innovative at the same time, aluminium cookware is a good option for the cookshop. It appeals to a wide audience, from beginners to expert cooks, thanks to the fact that its heat conductivity and durability makes it one of the most trusted substrates. And manufacturers have been careful to offer ranges at various price points from entrylevel upwards, including some with innovative touches like extra-durable non-stick coatings, stackability and removable handles.

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Tefal Ingenio: saving up to 40% more space Tefal Ingenio is a revolutionary concept that brings a whole new take on versatility, with products that go from the hob, to the oven, to the table, to the fridge, all thanks to the detachable handle which attaches and detaches with just one click.

Ingenio pans nest perfectly, saving up to 40% more space than traditional cookware. Cooking has never been this simple.

Simple. Versatile. Ingenious www.tefalingenio.co.uk

THE INGENIO RANGES

INGENIO INDUCTION

INGENIO ENAMEL

NEW INGENIO ESSENTIAL

• Metal-utensil safe Titanium Pro non-stick, Tefal’s most durable coating yet • Non-stick exterior for easy cleaning • Thermo-Spot technology • Dishwasher and oven safe • Compatible with all hobs including Induction

• Metal-utensil safe Intensium non-stick, guaranteed to last twice longer than most other non-sticks • Resistant enamel exterior & anti-warp base • Thermo-Spot technology • Dishwasher and oven safe • Compatible with all hobs except induction

• • • • •

Durable Resistium non-stick Easy to clean non-stick exterior Thermo-Spot technology Dishwasher and oven safe Compatible with all hobs except induction

Asian cookware

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Retailer insight “To be a credible cookshop it's important to stock a range of woks of various types.

We have about 12 different types, mainly from Ken Hom but some specials that we buy in from elsewhere. We don't classify woks as an 'Asian cooking' category as such, as for many customers Asian food is what they cook every day, or woks are just an alternative way of cooking something they might otherwise use a standard frying pan for.

We see definite spikes in sales when chefs are seen on the television using woks. The key to successfully selling woks is to have a good range at keen prices, and to have staff who know the difference between carbon steel and stainless steel, for example – and can advise on how to use and season them.”

Mark Grant, operations manager, Cook n Dine, Doncaster; Sinclairs of Sheffield and tamford

This section is kindly sponsored by

Ken Hom is acknowledged as one of the world’s leading experts on authentic Chinese and Asian cooking. He is passionate about using not only high-quality ingredients, but also highly effective cookware and accessories to help give every stir-fry great flavour. He has been developing his own range to meet these needs since 1986. He has written numerous bestselling cookbooks and has showcased his culinary skills on television around the world.

Ken Hom products are distributed in the UK by DKB (www.dkbrands.com)

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Asian Cooking

Eastern

inuence Inset: Ken Hom has been developing his own range of cookware and accessories to meet the growing interest in authentic Chinese and Asian cooking.

Market overview With retail Asian/ethnic food sales worth more than ÂŁ1.87billion, the UK has the largest market for this type of food, ahead of France, Germany, and the Netherlands, according to a report from Think Ethnic. Some 42% of those sales come from Chinese/Oriental food markets, says the report.

The UK ethnic food market is seeing strong demand, agrees Mintel's own research into ethnic cuisine, with 60% of adults saying they enjoy eating foreign food. The reasons for this trend include a growth in international travel, a more culturally diverse lifestyle in the UK and an increase in the visibility of new cuisine types at retail level, in food service outlets and in the media. As a result, 44% of home cooks like to try new and interesting ethnic foods.

All that has a knock-on effect on demand for relevant cookware products.

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Asian Cooking Inset: The Ken Hom Everyday carbon steel seasoning wok is 31cm and has a gauge of 1.4mm to ensure optimum heat transfer and longevity. It has a wooden handle and a flat base so it sits steadily on any stove top or hob.

Types of wok

Innovations Woks have changed considerably over the years. In the past they tended to be made of cast iron and were consequently very heavy and somewhat difficult to wash. But now they are available in various materials (including stainless steel and carbon steel), gauges and sizes, making them suitable for any type of meal.

A variety of new features are available on certain items, making woks very much a contemporary product. Heat-resistant glass lids make it easy to watch the progress of the cooking, dishwasher-safe materials add to the convenience factor, heat-proof phenolic handles make the product easy to handle during cooking, and the bases of the traditionally wobbly wok have been re-engineered so they sit flat on the hob.

The trend towards induction hobs has been responded to with ranges that can be used on any hob.

Other innovations, as seen in Ken Hom's Performance stainless steel woks, include an encapsulated base, which improves heat transfer to improve cooking performance, and a non-stick PFOA-free HALO coating designed to distribute the heat far more evenly and quickly than standard non-stick coatings.

Who buys Asian cookware?

Seasoning woks: Traditionally woks developed their own non-stick surface, called a patina, from the build up of carbon deposits over time. Modern seasoning woks retain that centuries old Chinese tradition of seasoning cookware and do not feature a non-stick coating. Seasoning woks are said to create the most flavour in a dish. For both these reasons they are perhaps the choice of the keen cook who wants to replicate authentic cooking styles.

Non-stick woks: Non-stick woks, typically made of carbon steel or stainless steel, meet the demand for ease of cleaning. Rather like non-stick frying pans, they can simply be washed in hot soapy water after use and

the food and oil residue will easily lift off. Some non-stick coatings are made to be suitable for use with metal utensils.

The Everyday and Performance Ken Hom ranges feature a wide variety of non-stick woks in different gauges and sizes, all of which feature flat bases to sit unaided on the hob, a hanging loop and, in the larger sizes, a helper handle for ease of use.

Inset: These woks from the Ken Hom range show the variety of features available on woks.

Left: The Everyday carbon steel, non-stick woks are coated with a dual nonstick coating designed to cope with the high temperatures of stir-fry cooking.

Right: The Everyday stainless steel wok comes with a glass lid for better visibility while steaming and cooking and is dishwasher safe.

Below: The Performance carbon steel, woks have a metal tool suitable nonstick coating and are dishwasher safe. A phenolic handle reduces heat conductivity and the product is suitable for all hob types.

The target market for Asian cookware is right across the board, from people of Chinese heritage who want to continue their cooking traditions in the UK, to 'foodies' who want to replicate the authentic Asian dining experience in their own home - and everyday cooks who enjoy Asian food.

Don't forget that woks make a great gifting idea.

For the keen chef, a box set including a variety of accessories is a fantastic gift.

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Asian Cooking Below: High-tech features on some modern woks – such as the non-stick coating and the heat-proof handles - have brought the traditional cooking item right up to date.

Merchandising tips ● This is absolutely a style of cooking where creative cross-category displays can pay dividends. Try to show the whole Asian lifestyle, bringing together accessories, chopsticks, spices and sauces, Asian-style mats and table textiles, even spice mills, alongside a core range of woks. ● Traditional cooking demos in store, with the appealing aromas, could pull in customers. Why not find a local Chinese chef to help out? ● Try to keep one of every wok out of its box, so customers can handle it. ● Make the most of seasonality, pulling together displays for Chinese New Year in store or a display for products which encourage healthy eating.

Inset: The involvement of well-known chefs like Ken Hom has raised the profile of this style of cookery.

Trends The ongoing trend towards a more healthy eating mentality and home cooking fits well with the stir-fry method of cooking, which is seen as healthy and convenient. In addition, with the UK still recovering from an economic downturn, it is unsurprising that 62% of Brits surveyed for a Mintel report said that cooking ethnic food at home is cheaper than getting a takeaway.

These influences have led to a growing interest in Asian cookery and in the products used in this style of cooking, and the involvement of well-known chefs has only served to enhance the appeal and profile of such products.

Right: Creative displays are very appealing to customers.

Above: Show the whole Asian lifestyle with products like this bamboo steamer.

Proactive selling questions ● Do you cook much Asian food at home? ● Do you know that cooking Chinese food at home can be cheaper than buying takeaways? ● Do you prefer to use a spice mix or freshly grind your own blend? ● Would you prefer a non-stick or seasoning wok?

Above: Available in various combinations, this Ken Hom box set includes a carbon steel lid, Chinese turner, cooking chopsticks, regular chopsticks and a recipe book.

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Asian Cooking

Glossary

Consumer FAQs

HALO: a trademarked Whitford coating that spreads the

Q. What are woks used for?

A. The wok is the main tool used for Asian cooking. It is a versatile product allowing you to steam, braise, deep fry, or stir fry your ingredients. But it's not just Asian food: you can cook pretty much any dish starter, main or even dessert - in a wok, from popcorn to risotto. A wok can even be used in place of a tagine for Moroccan dishes.

Q. Should I season my wok?

A. Uncoated woks should be 'seasoned' before first use. This helps to create a build-up - over time - of carbon deposits. Many cooks say this so-called patina makes the food taste nicer and creates a protective surface. To season the wok, rub cooking oil across the entire inner surface, and then gently heat the pan until the oil starts to smoke. Now remove the wok from the heat and leave it to cool, then wipe off any excess oil with absorbent kitchen paper. This process needs to be repeated two or three times. The centre of the wok may darken during the process; this is a good sign as the Chinese say “the darker the wok, the better the cook”.

If your wok has a non-stick coating you don't need to season it at all before use.

Q. Why is a wok better than a conventional frying pan?

A. A wok is better for oriental cooking as it is designed to withstand high heat and the small base keeps food on the heat. When it is Below: Woks are versatile products allowing the user to steam, braise, deep fry, or stir fry ingredients.

heat across the cooking surface evenly, cooks food more quickly and evenly, and with less energy - than any other coating on the market.

Patina: the layer of carbon deposits that accumulates on a pan over time through cooking, creating a natural 'nonstick' surface. Traditional seasoning woks achieve their non-stick quality through a patina rather than through the application of a chemically-based non-stick coating.

Phenolic: a resin or plastic often used for insulating. The handles of some woks are phenolic, meaning they can be handled safely at high temperatures.

PTFE: Polytetrafluorothylene is a substance often used in making non-stick coatings. Concerns have been raised over the possible negative effects of using PTFE-coated cooking pans.

PFOA: Perfluorooctanoic acid, a synthetic chemical used in making PTFE and emitted during the manufacture of traditional non-stick coatings. As with PTFE, there have been concerns over the health effects of the chemical.

Some manufacturers such as Ken Hom now produce PFOA-free and PTFE-free non-stick.

Left: Woks are versatile products allowing the user to steam, braise, deep fry, or stir fry ingredients.

cooked, the food can be moved from the bottom to a place higher up the bowl of the wok, where the heat is less intense. A frying pan does not offer this flexibility whilst cooking.

Q. How should I clean my wok?

A. If it has a non-stick coating it's a simple case of washing it in hot soapy water. It might even be dishwasher-proof – check the manufacturer's instructions for your particular wok.

A seasoning wok should be washed in hot water with a mild detergent to remove particles of food, then wiped dry. There is no need to scrub it clean; let the patina develop, which will create a natural non-stick coating.

TSB Verdict Woks are a great example of how a centuries-old cooking tradition has been brought bang up to date with modern features such as glass lids, heat-proof handles and non-stick coatings. This makes them appeal to a far wider audience than just the authentic Asian cooking purists, yet they retain a certain 'exotic' appearance that will entice anyone who loves 'foreign' food and cooking from scratch. They're a great excuse for cooking demos and creative displays too, so are well worth giving shelf space to.

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Baking & cake decoration

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Retailer insight “Baking and decorating remain very popular but, as with all kitchen categories, it's a case of 'out of sight, out of mind' so it's important to maintain interest through demonstrations and displays. We did a cake decorating demo recently for customers and their children so the whole family could get involved, and it went really well.

Bakeware is an impulse purchase – most people come in to the department to look for items like tabletop or pots and pans – so we create awareness by dual siting it, with pieces like baking tins and piping bags and gadgets laid out on a centrally located display table so people can pick them up and look at them out of their boxes. Cake Boss has a lovely range of tools and quirky gadgets which allow people to make different designs and shapes of cakes.

Product knowledge is key, so we have regular training sessions across all categories and we give staff samples to use; once they have used a product they are much more comfortable talking about it.”

Liz Matthews, buyer, kitchen department, Arnotts department store, Dublin

This section is kindly sponsored by

For more than four decades, Meyer has been a world leader in culinary innovation, bringing premium quality cookware into kitchens all over the world. Since 1971, we’ve built our reputation as a world-class manufacturer on the strength of our design and manufacturing and a long history of technology and innovation. Our broad portfolio of brands is trusted by chefs across the globe, and includes Ruffoni, Anolon, Circulon, Raymond Blanc, Cake Boss, Meyer, SilverStone and Prestige. Producing more than 40 million pieces of cookware every year, we’re pioneers in our industry and a much-respected household name whose products bring real benefits and value to customers.

In recent years we've broadened our expertise to include bakeware and cake decorating, utensils and gadgets, pressure cookers, knives and small electricals, to offer a range of products and price points that will appeal to everyone from novices to more accomplished cooks. Home bakers in particular will welcome our developments for 2015: including the fun Cake Boss range and exciting and innovative product launches from our eye-catching SilverStone range and Prestige Stone Quartz from this ever-popular brand.

As you’d expect of a world-leading company, we've also invested in a comprehensive communications package, including packaging, point-of-sale and online material to create a seamless and engaging experience for customers.

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Baking and cake decoration Inset: Traditional cup cakes are easy to decorate with professional-standard decorating kits featuring easy-clean stainless steel nozzles.

Below: The stacked circle cakelette pan – and the other pieces in the Cake Boss bakeware range – are constructed from heavy-duty carbon steel and feature rolled edges that provide added strength and resist warping.

Recipe for success Market overview The baking market is ever-evolving and with bakeware sales nearing £110 million and gadget sales almost £47 million in 2013 (source: Conlumino 2014), growth is set to continue in 2015.

Perhaps surprisingly, this is primarily down to the fact that younger men are taking up baking – almost half of those aged 18-24 claim to be experienced bakers – and to a whole new generation of young cake creators.

Inspired by TV’s Great British Bake Off, Buddy Valastro’s Cake Boss shows, baking blogs such as The Pink Whisk and a general trend to post pastries on social media, new bakers have generated impressive sales of baking products as they equip themselves with the essentials. Likewise, as more seasoned bakers tackle more technical challenges, demand for specialist baking accessories has risen – and meeting it depends on stocking a wide selection of bakeware, gadgets and decorating tools.

Innovations Whereas once customers were happy with simple icing, they’re now taking on the bigger challenges of frosting and fondant decoration. That means specialist innovations that appeal to the more creative baker, which will entice customers to spend more on their bakeware.

For example, the Circulon bakeware range features the patented TOTAL Hi-Low food release system, which gives outstanding non-stick performance and releases baked foods with ease – an innovation that appeals to those who want to eat more healthily, as there's no need to grease the tin or tray.

Meyer’s Raymond Blanc bakeware has a folded reinforced wire rim, adding toughness, durability and preventing warping by giving each piece inner strength and rigidity. The aluminised

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steel finish is resistant to rusting and most importantly the exterior coating reflects heat to stop cakes being overcooked on the bottom.

The passion and expertise of celebrity chefs give customers the confidence to create professional results in their own homes with novel products such as the ingenious tiered cake pans from the Cake Boss.

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Baking and cake decoration

Inset: Using non-stick bakeware saves time and effort for the cook.

Below left: The 10-piece fondant kit from Cake Boss was inspired by the products in chef Buddy Valastro's own kitchen.

The new SilverStone bakeware range is unique in featuring a hybrid ceramic surface that has exceptional non-stick qualities and is PFOA- and PTFE-free.

Another new launch for 2015 is Prestige Stone Quartz, with a reinforced and durable speckled non-stick interior that’s also PFOA-free, dishwasher safe and offers a lifetime guarantee.

As much as consumers are embracing baking, their love of washing-up hasn't quite caught up; so they’ll be looking for features that mean less time scrubbing and soaking off burnt food.

Who buys bakeware?

The male / female divide is not as wide as one might expect. Figures from Conlumino reveal that 35.3% of men and 47.8% of women purchased items from the bakeware category during 2014. Baking is also an increasingly popular hobby for the younger generation, with 47.1% of 1824 year olds (slightly more than over 65s), showing an interest. Such widespread interest across all age and social groups can only be good for retailers and manufacturers alike.

Customers want the best they can afford to make their hobby more enjoyable and show off their capabilities. This is a great opportunity for retailers as it means the bakeware market is growing; new ranges, colours and materials will help make the most of the demand.

Trends 2014 saw the humble Victoria Sponge become the Ombre cake, and salted caramel become the latest gourmet palate-pleaser. Now, 2015 promises even more new trends.

There’s already a move towards flavoursome artisan breads, and patisserie will increase in popularity as bakers get increasingly adventurous. This year will also see a ‘bakeover’ for many familiar favourites, with US-led hybrid ‘mash-ups’ such as the ‘cronut’ (croissant crossed with doughnut), ‘duffin’ (doughnut and muffin) and ‘wonut’ (waffle and doughnut).

Television, notably the Great British Bake Off, continues to drive the baking revival; increasingly, the latest trends are also highlighted online, with popular baking blogs such as The Boy Who Bakes. Suitably inspired, the new, younger generation of bakers have started to use the baking 'selfie' to show off their latest creations, as part of an online community of bakers and bloggers who share ideas, recipes and photos on social media. Brands such as Circulon and Cake Boss have made good use of social media platforms to interact with this group of passionate bakers.

This variety of channels is reflected in the latest research from Conlumino, which says more than half of the population have baked at home, watch one or more TV cookery Inset: The letter impression set from Cake Boss enables shows or look up recipes online. cooks to customise their Although the younger generation’s discovering baking through new media, they’re cakes for any occasion. also embracing its heritage. The fun aspect of baking combines with traditional baking skills, nostalgia and love for retro style in the kitchen to put cherished brands such as Prestige at the top of the baker’s shopping list, while eye-catching, fun brands like Cake Boss appeal to first-time baking buyers, who account for 38.5% of purchases.

30.1% of buyers are looking to improve the quality of their bakeware, so it’s important for retailers to offer real breadth of choice, bearing in mind that consumers who take a pride in their cooking see celebrity chef-endorsed cookware as the latest must-have.

Figures from Conlumino show the most popular items are still cake and loaf tins (15.3% of purchases), with muffin tray and pie tin sales also strong. There’s a growing desire to show off decorating skills, reflected in purchases of baking utensils and accessories, and the Cake Boss range is typical of the current trend for adding fun and colour to baking.

Fans of brighter hues will appreciate the stylish and vibrant blue and red of Meyer’s SilverStone range, while the lasting toughness of the innovative new speckled Prestige Stone Quartz collection fits into the most modern of kitchens.

The benefits of a huge range are backed up by 30.8% of consumers electing to buy because of the choice of products, while 23.7% cite choice of brands. And it’s not just cakes and sweet treats – with plenty of recipes around for rustic pies, hearty traybakes and gourmet roasts, making sure you stock roasters and baking dishes is just as important.

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Baking and cake decoration

Inset: The reinforced wire rim of Raymond Blanc bakeware pieces, which are made from heavy gauge aluminised steel, gives added strength and durability.

Right: The food release system on Circulon bakeware means even the stickiest puddings won’t stick to the baking tray.

Consumer FAQs Q. Which kitchen tools are most suitable for use with my bakeware?

A. Wood or nylon is usually considered the safest option. Many ranges use silicone heads, which are sturdy, flexible and don’t scratch.

Q. I'm a novice baker; where should I start?

A. Decorating kits are the perfect introduction to the baking and decorating world.

Q. What does heavy gauge mean?

A. When bakeware is described as heavy gauge, it’s referring to the thickness of the material. Good quality bakeware is a minimum of 0.6mm thick, ensuring more even heat distribution, greater durability and a product that’s less likely to warp.

Q. How should I wash my bakeware?

A. Even though most items are now dishwasher safe, prolonged dishwasher use can affect the appearance of the product, so it's usually better to wash by hand, avoiding abrasive cleaners and wire wool.

Q. Do I need to grease my cake tin?

A. Greasing was traditionally part of the baking process and even some non-stick bakeware still needs a quick grease. But more advanced nonsticks have made greasing unnecessary, and from a health perspective using less fat is always a good benefit to use as a selling point to your customers.

Q. Can I put my bakeware on the hob?

A. It's best not to, as direct heat can damage the non-stick coating found on many bakeware items.

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Merchandising Tips To merchandise a bakeware range properly you need to communicate effectively the features and benefits of the products. ● Talk to your suppliers about how they can help you really bring your bakeware section to life. Meyer, for example, offers a fully integrated system of point of sale, including innovative and space-maximising ideas that are supported by consumer advertising and other promotional material. It also offers an in-store fixture programme to help merchandise products and make the experience more interactive for consumers. Training sessions can be arranged through a training team that works with retailers to advise them about the different baking and cake decorating tools. ● You can't beat live demonstrations in-store as a great way to show quality products at their best. Consumers enjoy handling products and seeing how easy it is to use them. ● Exciting point of sale material increases customer engagement. The Cake Boss POS, for example, recreates the feeling of Buddy’s family bakery in New Jersey to bring the products to life. ● Packaging too, is important when it comes to communicating features and benefits. Look for easy-to-read packaging that features clear details of specific product advantages and guarantees.

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Baking and cake decoration ● Don't underestimate the all-important 'touch friendly' approach. Use hanging displays wherever possible for easier access to encourage customers to touch and feel. And products packaged in simple sleeves, or displayed out of packaging, let customers feel the quality of each piece. ● Stocking a comprehensive range from one of the world’s largest manufacturers gives your customers the confidence that they can buy one or two items now, then add to their collection over time. This builds all-important brand loyalty. ● Encourage add-on sales with lower-priced accessories like utensils and gadgets.

Left: Keen cooks can obtain bakeware specifically designed for making all kinds of things, even Yorkshire pudding.

Below: The reinforced speckled non-stick surface of Prestige Stone Quartz bakeware is ideal for low-fat cooking, is easy to clean and PFOA free. It offers a lifetime guarantee.

Types of bakeware Aluminised steel This gives the strength of stainless steel with the exceptional heat distribution of aluminium.

High-end integral non-stick technology means there's no need to prise off the baked items and a built-in wire frame gives each piece great rigidity, so it won't warp or buckle.

Carbon steel The most commonly used material in bakeware; this is strong, durable and conducts heat better than stainless steel.

Some ranges have non-stick coatings.

Silicone A flexible non-stick material, silicone is easy to clean, won't absorb flavours and is heat resistant up to 240°C. Virtually indestructible, it's also suitable for the dishwasher, fridge and freezer. The only downside is that its flexibility can make it difficult to handle and some ranges need a tray for support.

Inset: The ceramic hybrid nonstick coating and sturdy carbon steel construction of the SilverStone bakeware, available in vibrant blue or red, makes it strong and provides exceptional food release.

TSB Verdict The trends of budget-consciousness and the desire to know what's in food products have combined to make home baking hugely popular again, aided by the mass of information available through cookery programmes and books. And manufacturers have made the most of this with new advances in technology to make bakeware stronger and easier to clean. So it's a category well worth investing in, especially as it fits so well alongside other cookery-related products.

Silverstone, TOTAL and Cake Boss are registered trade marks.

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Blenders & juicers

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Retailer insight “We have found with consumers looking to increase their intake of fruits and vegetables the popularity of blenders and juicers has increased. With the retro design of the Magimix blender consumers aren’t having to choose between functionality & design.”

Rachna Dewan, buyer, Lords of Notting Hill

This section is kindly sponsored by

With more than 40 years of experience, Magimix has been designing products that exceed consumer expectations in both performance and reliability. Most have their roots in professional products originally designed for commercial use. For this reason they work well and are built better to last longer.

Our range of blenders and juicers combines simplicity with versatility and endurance. Whether your customers want full control or prefer the machine to do a little of the thinking for them, with guarantees of up to 30 years and our first class after-sales service, you can be assured that Magimix products will provide your customers with years of reliable service. With Magimix, the most demanding tasks can be accomplished quickly, easily and quietly.

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Blenders & Juicers

The

blend trend Inset: Innovation comes from accessories that enable the consumer to do more at home from one product.

Market overview

The trend for consumers to increase the amount of fruit and vegetables they consume every day has been a key driver in the success of the blender and juicer market, with such products designed to make the consumption of fruit and vegetables easier.

The juicer market saw an increase of 47% by value during 2014, according to GfK, with consumers looking to quickly introduce a healthy start to their day by juicing fruits and vegetables first thing in the morning.

Linked to this trend is the blender market, for those consumers who are looking to increase the fruits and vegetables they consume without limiting themselves to juices. According to GfK, the blender market experienced a 94% increase in 2014 by value and the average selling price increased, which highlights a consumer demand for higher-quality products.

All this presents retailers with a great opportunity to trade up more customers to machines that have better features and higher specifications.

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Blenders & Juicers Below: A blender is a multifunctional product, ideal for those consumers looking to do more than just prepare fruit and vegetable juices.

Innovations Leading brands are making products that are designed to last, so innovation in this category comes from attachments and spares.

Magimix's blender for example, has a mill attachment that enables the consumer to make pastes and grind spices.

Innovations in juicing have traditionally been around consumer convenience, with manufacturers looking to make these products easier to use. Although many juicers look the same, many have a variety of additional features and benefits that, when explained to the consumer, provide a very obvious reason to buy. For example, an extra-large feed-tube saves preparation time.

Some products provide more than a simple juicing function, for example, citrus press and coulis attachments make the Magimix range of ‘Duos’ more than simple juicers.

Merchandising tips ● The products that sell the best are those that are displayed in a lifestyle situation. Create displays of co-ordinating kitchen equipment for a look that will catch your customers’ eyes and help sell the products. ● Try displaying products with recipe books or ‘on-the move’ drinks containers. ● Take advantage of the point of sale material available from manufacturers. Bearing in mind that these products have a wide range of options and their features are often difficult to communicate, POS can act as an invaluable 'silent sales person' during busy trading hours or provide a convenient aide memoir to store staff. ● Focus on the key health messages. Consumers want to feel that their health will improve as a result of purchasing one of these products.

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Blenders & Juicers

Inset: Magimix offers customers colour in this category but has found consumers prefer the more ‘traditional’ colours when purchasing a premium product.

Proactive selling questions

Trends The main trend coming through in this category is convenience, with consumers looking at products that fit into their lifestyle, such as a single product that will make smoothies and juices in the summer and blend soups in the winter. As with the food preparation category, multifunctionality is key. As an example of one product that can perform a variety of tasks, the Magimix Le Blender has four pre-set programmes for soup, smoothies, crushing ice and frozen desserts. The blender automatically switches off once the cycle has finished, enabling the consumer to carry on with other tasks in the kitchen.

● What items are you looking to juice or blend?

This will identify if a juicer or blender is the best product for the consumer. ● What else do you like to prepare at home?

The consumer may be looking for a more multifunctional product than just a juicer, for example they might want to make soups. ● What style is your kitchen?

This will help determine whether they are looking for a particular colour. ● What is your budget?

Buying a cheap product may initially sound like a good idea but if it ultimately doesn’t last it will be a false economy.

Left: With pre-set programmes the Magimix blender switches off automatically once the programme is complete.

Far left: Magimix offers juicers with different attachments, meaning the product is more than just a simple juicer.

Who buys blenders and juicers?

Most people who buy blenders and juicers are healthconscious individuals looking to improve their diet. It is always important to discuss their exact needs when talking with someone who wants to buy a juicer as not all juicers are capable of juicing all types of fruits and vegetables.

When speaking to consumers about whether they should buy a blender or a juicer it is always important to establish what their expectations of the product are.

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Blenders & Juicers

Consumer FAQs Q. How should I clean my machine?

A. Bowls and lids can be washed by hand in soapy water or placed in the dishwasher.

Q. Will I always be able to able to get replacement parts for my machine?

A. That depends on the manufacturer.

Leading suppliers like Magimix pride themselves on having spare parts for their entire range of models, even the oldest ones.

Q. What's best: a blender or a juicer?

A. This really depends on what you are looking to prepare. A blender is a versatile product that chops up and blends fruit and vegetables to make smoothies, soups and pastes. A juicer separates out the ďŹ bre and pulp of the fruit and vegetables to give you pure juice. The two are generally not interchangeable; for example, someone on a raw juice diet would want the juice only and not the pulp.

Q. Is the product guaranteed if it goes wrong?

A. Most leading manufacturers offer good domestic use guarantees and after-sales service.

TSB Verdict This is potentially a very appealing category for increasingly health-conscious consumers as blenders and juicers offer an easy and creative way to consume fruit and vegetables.

The multifunctionality of many of the products, allowing them to make smoothies, soup and desserts, is an added selling point, and they ďŹ t well alongside displays of other kitchen categores in a lifestyle setting.

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Inset: A blender can be used to make drinks for children, giving the user the peace of mind of knowing exactly what goes into their drinks.

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Cake making

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Retailer insight “Cake-making continues to be very popular, and there's a definite upsurge in interest for cake-making equipment and accessories of all kinds during the months when television shows like the Great British Bake Off are being screened.

Customers have often done their research first, especially for the more expensive machines, so electrical cake mixers tend to 'sell themselves'. But it can be important to show customers how a machine works, as this might help them to make their minds up about a purchase.

And we can often advise on what other products they might find useful – everything from baking trays to hand mixers and decorating tools – which can lead to add-on sales.”

Darren Graham, sales adviser, Fenwicks, Canterbury

This section is kindly sponsored by

Since Kenwood was founded in 1947, it has been dedicated to the design and manufacture of innovative and durable products, making cake preparation more simple and less time consuming.

Since the launch of the first Kenwood Chef in 1950, Kenwood products have evolved in design to follow trends and fashions while using cutting-edge manufacturing technology to meet all food lovers' requirements.

Kenwood is still helping Britain to bake, producing machines that successfully combine innovation and durability. Thanks to their stylish designs and quality, Kenwood products continue to be astute investments that delight year after year.

What makes the Kenwood Chef range so special? Kenwood has been constantly working to improve an already extremely functional machine. More power has been added to each model; they now start at 800W for the Chef Classic and reach 1500W for the Major Titanium.

All this work has made Kenwood kitchen machines the most powerful, yet the quietest and most efficient on the market.

The vast and versatile range includes models suitable for novice cooks and experienced chefs and is supported by recipe books and a free downloadable app full of useful information.

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Cake Making

Great British

cake-off

Inset: Chocolate cake is just one of the tasty items that can be made with a kitchen machine.

Below: The generous 5L capacity glass bowl has graduated sides to allow for easy measuring.

Market overview Although the economy is showing signs of improvement, many people are still cutting back on leisure activities such as eating out. This, along with the continuing popularity of cooking and baking programmes on television - Great British Bake Off, Masterchef and Kitchen Superheroes to name a few - is encouraging people to bake at home.

Consumers are also realising that stand mixers and kitchen machines not only save time but also provide much more versatility and better consistency with far less effort than using simple hand mixers or baking by hand.

Most consumers seek out quality, reliable brands because they want to invest in products that will last longer, look good and offer long-term value for money.

Consequently, the small domestic appliance market continues to perform well in a very challenging economic climate. Though the kitchen machines category remains flat in value it grew by 15% by volume in 2014 (source: GfK, December 2014).

Online sales are set to continue to increase and manufacturers and retailers alike are constantly improving their online presence to facilitate the consumer journey from research to purchasing. Kenwood, for example, has redesigned its website to include more product features and many interactive recipes as well as an increased FAQs section to help answer consumers' queries. Its Kitchen Recipe app is also continually upgraded with new products and recipes.

Innovations Manufacturers are constantly coming up with new ways to help cooks get the best from recipes; for example, Kenwood has added a glass bowl to its kMix stand mixers. Made from high-quality, durable borosilicate glass, the kMix glass bowl allows the user to clearly see what they're mixing in order to create the perfect consistency. The generous fivelitre capacity glass bowl features graduated sides

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to allow for easy measuring of ingredients.

The bowl also features an easy-grip handle and a pouring spout for mess-free serving and is dishwasher safe to help make clearing up even simpler.

The aim of all new innovations is to give the user ultimate control over their recipes, and Kenwood, for example, says it has crafted every dial, switch, mechanic and attachment of the new Chef Sense and Chef Sense XL with this in mind.

The resulting features include graduations in litres, fluid ounces and cups for easy measuring of

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Cake Making Left: Modern machines come with a selection of attachment options for various tasks, such as whisking, creaming and folding.

ingredients straight into the bowl. The handles are easy to grip, even with wet hands, while the capacity of the stainless steel bowl allows the user to knead enough dough for up to four loaves of bread or 32 cupcakes – and even more with the 6.7-litre capacity Chef Sense XL.

Trends Stylish modern kitchens at an affordable budget are now much more accessible and consumers want their small kitchen appliances to complement the décor of their kitchens, as equipment like food mixers tends to be kept out on the worktop rather than put away in the cupboard. So, along with products in classic white and metallic finishes, there is an array of fashion colour choices available, such as turquoise and hot pink.

There is also a trend for consumers to seek out added functionality, as this creates ease of use and greater sophistication in terms of the recipes that can be created. The longevity that tends to come with quality machines also appeals to consumers as the trend is away from 'buying cheap and buying twice'.

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Consumer FAQs Q: I'd like to start making cakes but these machines look very complicated.

A: Although they use advanced technology, modern machines are designed to be easy to use, and all come with straightforward instructions.

Once you've got the hang of the main functions, mixing a cake can be a simple case of combining all the ingredients in the bowl and pressing 'start'.

Q: What are the benefits of using a cake-mixing machine rather than doing it by hand?

A: The main benefits are: - speed. Cake-making by hand can be a messy and time-consuming business and people do not always have the time to do it;

Above right: Mixers aren't just for cake – they can take the tedious kneading out of breadmaking too.

Inset: Kenwood says it has moulded 65 years of food preparation know-how into the new Chef Sense machines.

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Cake Making - consistency of results with no effort.

In theory, if you follow the same recipe, it will turn out the same every time you make it; - ease of making large amounts.

It's just as easy to mix six eggs as it is to mix one; - better control of the mixing process, through functions such as pulse and fold.

Q: Are mixers just for cakes?

A: No; they can also be a great help for making breads and brioches because they perform the tedious kneading task for you.

Q: Do I need two machines if I want to make cakes and process other types of food?

A: Some mixers (like the Chef Titanium, Major Titanium and Cooking Chef) come with a food processor in the pack. Others have blenders, multi food grinders and pro slicer/grater attachments with separate discs, which will carry out some of the functions of a food processor.

Q: What is the difference between a Chef and a Major?

A: The Major has bigger motor size and bowl capacity.

Apart from that the machines offer the same functions.

Q: How easy are mixers to clean?

A: All parts that do not include a motor are dishwasher safe for easy cleaning.

Q: Can I buy spares and additional attachments for my machine?

A: Suppliers of major brands will happily supply spares and additional attachments.

Contact the customer service department via the company's website.

Q: My machine's quite old. How can I get it serviced?

A: Reputable manufacturers offer servicing through authorised service agents based throughout the UK. The Above: Easy to use: the beats up the customer service department attachment mixture quickly and then can advise on who to contact. the top lifts back to allow

the bowl to be removed.

Left: Using a mixer is faster and far less messy than mixing cakes by hand.

Inset: This mixer's gloss white finish and polished metal accents fit well in a contemporary kitchen.

Merchandising tips In the current economic climate, with the rise in internet shopping via computers and mobile phones, high street stores are struggling to drive sales. But there are still plenty of opportunities for independent retailers to make the most of demand for small domestic appliances, and merchandising plays a key part in this. After all, no website looks as attractive - or is as fun to shop - as a beautifully arranged store. ● Organise demonstrations. The chance for consumers to interact with and touch products is a very compelling route to purchase. This was proved as long ago as 1950, when Kenwood launched its first Chef at the Ideal Home Exhibition. After Inset: Demonstrations of Kenwood's first Chef, back the show, which featured a demo by founder Kenneth Wood, Harrods hired an inin the 1950s, proved the store demonstrator for one month and by the end of the first week the whole stock value of in-store demos. had sold out. The principle is as true today as it ever was, and Kenwood has a team of demonstrators in larger John Lewis stores, Harrods and Selfridges. ● Allow plenty of time before a demonstration to set up and prepare the food so that everything you need is at hand. The demonstration area must be clean and tidy at all times. During the demonstration, speak clearly and slowly and take time to demonstrate the key features, ensuring that you highlight what makes the product unique. ● Don't forget to let customers taste the end result. Remind them how lovely cakes can be! ● Present products by range, with products from the same lines being grouped together to highlight their colour and style credentials, creating eye-catching displays. ● Why not offer a range of cookery books? Seeing a mouth-watering recipe can make customers want to buy the equipment they need to make it. Conversely, people who buy a food mixer might pick up a book to give them ideas for what to make. ● Similarly, consider stocking other cake-related items within easy reach, to get customers interested in the whole cake-making arena and to encourage cross-selling. There are all kinds of accessories, gadgets, clothing and ingredients that are relevant to making cakes. ● Suppliers offer a variety of resources and training to help retailers become experts in selling kitchen machines, so ask your supplier for advice.

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Cake Making Left: The capacity of the Chef Sense stainless steel bowl is big enough to hold enough dough for up to four loaves of bread. .Below left: Consumers love to be able to pick a colour hat matches their kitchen décor; the Kenwood kMix stand mixer is available in seven pop art colours.

Below right: The folding tool is used for aerating mixtures like mousses and souffles.

Proactive selling questions ● How often do you make cakes?

Frequent cake-makers will be impressed by how much quicker the process can be using a machine. And occasional bakers might be secretly longing to eat more cake and just need to be shown it's not as time-consuming and messy as they might think. ● What would you use a mixer for?

Depending on their requirement (baking cakes, making biscuits, pizzas, sausages, pasties, pasta, soups, for instance), they may want a machine with the food processor and blender attachments. They may also want the option of purchasing additional attachments another time to personalise their requirement. ● How often will you be using it?

Different models might be appropriate, depending on whether the machine is going to be used every day or just once or twice a week. ● What capacity do you want the product to have?

If they have a large family or entertain a lot, they may want a larger machine while a young couple starting out may need a machine with a smaller capacity. ● What is your budget?

Kitchen machines are available for any budget, with optional attachments that can be added on later.

Who buys cake prep equipment?

Traditionally the consumer has been mainly women aged 40+, but the consumer age has been getting lower, with many young people with young families baking at home. The huge number of TV programmes, cookery books and magazines on the market has also broadened the appeal of cake-making to include all age groups.

There is a strong 'gifting' aspect to kitchen machines – they are often included on wedding lists. And sales are also influenced by seasonal factors – many consumers who don't otherwise do much cake-making can be persuaded to do so by events such as Easter and Christmas.

TSB Verdict With the current interest in cakes and the continuing move away from pre-packaged food to cooking from scratch broadening the age-group of potential buyers of machines, there's never been a better time for retailers to promote cake-making equipment.

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Savour every moment Introducing the new Kenwood CHEF Sense kitchen machine. Over 65 years of innovation and our most intuitive kitchen machine to date. It’s so easy to use it’s a pleasure; with Kenwood quality and reliability for unforgettable results. Exceptional food, delicious memories – every time. Create your own moment at kenwood.co.uk

Chef Sense Print Advertising Templates Oct 01 indd 4

02/10/2014 12:39

Cast iron cookware

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Retailer insight “Because the perception of cast iron is that it is heavy you have to sell the features and benefits very well, which means having staff with xcellent product knowledge who are confident selling a premium product and can put customers at their ease.

Once you explain the advantages of cast iron to a customer – it retains heat so well, cooks meat beautifully tenderly and will last a lifetime – they are hooked.

The wide variety of colours means a store can create a really beautiful area from a presentation point of view. And the regular introduction of new colours reinvigorates interest in the category so the 'fashion' element is important, though the best sellers tend to remain the old favourites such as Cerise and Satin Black.

Le Creuset as a brand represents quality and style, and the new Signature range has been received very well. We love the coloured mugs too and we dual site them, both as part of a mug display and in colour themes alongside the cast iron.”

Gail Bailey, buyer, Cook and Dine, Fenwick, Newcastle and York

This section is kindly sponsored by

Iconic cookware brand Le Creuset is recognised the world over for its market-leading, premium quality cookware ranges of Enamelled Cast Iron, 3-ply Stainless Steel, Toughened Non-Stick and Bakeware.

Established in 1925, innovation remains at the forefront of Le Creuset’s success with 2015 seeing the introduction of the new Signature Cast Iron Casseroles range, the beautiful Bloom colour collection as well and new shapes in the 3-ply Stainless Steel, Toughened Non-Stick and Bakeware ranges.

Le Creuset looks forward to welcoming Exclusively Housewares visitors to Stand 213. For further information on the full product range, please visit our website at www.lecreuset.co.uk

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Cast Iron Cookware

A-list cast!

Inset: Inspired by sun-kissed summer meadows and blooming gardens, the colours of Le Creuset's new collection for spring/summer 2015 were taken from the catwalk.

Market overview As consumer conďŹ dence increases after several years of austerity, the perception of value offered by premium-quality products is becoming stronger. There is a re-evaluation of what consumers perceive as value, with more seeking products that offer longevity and superior performance beneďŹ ts. They look for a brand they feel they can trust to deliver performance and guarantee quality.

The fact that cast iron is hard-wearing and offers a lifetime guarantee makes this the perfect investment purchase.

Consumers will continue to seek out trusted products that offer choice in terms of depth of range, variety of size and colour collections. Le Creuset, for example, offers collections across a variety of core colours and shapes, ideal for consumers who wish to collect and build their range over a number of years, leading to repeat purchase for the retailer.

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Innovations The colour and style of cast iron cookware is as important to some consumers as its functionality and performance, so it’s imperative for manufacturers to introduce new shapes, shades and enamel finishes that ensure ranges are current, fresh and appealing. To satisfy this demand, leading manufacturers monitor both cooking and colour trends and develop new products, colours and textures to reflect what is happening on the catwalk and in home interiors.

In the first quarter of 2015, Le Creuset introduced an evolution of its enamelled cookware with a new Signature cast iron range.

Consisting of round, oval and shallow cast iron casseroles, this

updated kitchen classic features a range of new design enhancements especially developed to offer even better durability, versatility and comfort of use when cooking.

Available in an extended selection of shapes, sizes and iconic colours, the range's new features include: new easy-clean toughened enamel interior, new easy-grip 45% larger handles, new enhanced tight-fitting lid and new stylish heat-resistant knob.

Inset & right: The ribbed base of grills and grillits give characteristic char-lines and flavours while allowing excess fat and grease to drain.

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Still handcrafted from the finest materials at the original foundry in France, these new casseroles are perfect for oven-to-table dining. Following research into spring/summer trends, Le Creuset has also created a new pastel colour collection called ‘Make your Kitchen Bloom', featuring new Elysees Yellow, new Chiffon Pink and the vibrant Teal. Keeping a step ahead of the latest trends, this new colour collection offers passionate home cooks with an eye for style the most desirable, versatile, high-performance cookware and kitchenware of the season.

Right: Inspired by spring flowers, Chiffon Pink is a subtle accent colour, available across all shapes.

Trends As more consumers are cooking from scratch, they are also looking for top-quality cookware and appliances that offer premium performance and longevity and can be used for a variety of cooking methods. Quality cookware goes hand in hand with quality, fresh ingredients and fresh, locally grown foods are increasing in popularity as more discerning consumers look to support local producers.

More consumers are willing to take the time to visit speciality food shops and the growth in the number of farmers' markets has increased consumers’ appetite for locally sourced foods and that personal touch. It may cost a bit more to shop at such places, and does not replace the weekly supermarket shop, but it does allow shoppers to support local businesses while buying top-quality ingredients.

The trend for entertaining at home and the continuing rise in the popularity of food and cookery TV programmes is driving people’s food passions as well as the frequency and effort they’ll go to – treating friends and family to an evening of fine food and wine in the home is now a regular social occasion. Enamelled cast iron cookware has long been the star of the kitchen and always adds a 'wow factor' when presented at the table. Brands such as Le Creuset offer the consumer an array of colours, shapes and sizes to fit their lifestyle and requirements. Whatever the recipe, there is a piece of cast iron cookware that will not only offer excellent performance, but also add to the 'theatre' of presenting food at the dining table.

Choice of colour and depth of product range encourages collection and repeat purchase. Cast iron is extremely durable and versatile, and with premium brands offering a lifetime guarantee, it remains the must-have cookware for keen cooks and for stylish home entertaining.

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Cast Iron Cookware Inset: This sleek new Signature range blends the best of the past with the latest ergonomic improvements to enhance the performance of this kitchen classic.

Below: With customers' busy lives in mind Le Creuset has created a collection of recipes that take just 30 minutes to cook.

Merchandising tips Display a lifestyle. Consumers connect with a brand on an emotional as well as a practical level, so it is important to show how cast iron can fit into different lifestyles - whether the consumer is single or married, living in a contemporary apartment or settled into a family home.

Show the right range. In order to encourage the consumer to buy, the retailer should show confidence and conviction in a range. Cast iron is a considered purchase and consumers need to feel confident that there is wide choice and longevity in a colour so they can collect over time. Equally don’t be afraid of demonstrating how colours can work together to encourage mixing.

There are also regional variations in terms of which colours and shapes perform particularly well so ask manufacturers for their advice to ensure you have the right pieces on the shelf to drive the rate of sale.

Put smaller items at the top of a display, and move larger pieces to lower shelves. Ideally larger items should not be placed higher than shoulder level.

Ensure there is a strong visual brand presence to capture shoppers' attention and drive traffic to a particular area in store.

Clear branding is also important when new products are launched and promotions are running. All POS should be clearly visible.

Where possible, use manufacturer-generated POS and recipe cards to bring products to life. As an example, Le Creuset offers comprehensive launch support including a collection of recipe cards to inspire shoppers and demonstrate the versatility and multi-functionality of the products.

Take advantage of suppliers' training material so you're really confident on product knowledge. For example, Le Creuset provides a special training video, shot at its foundry in northern France, which shows every step of the labour-intensive manufacturing process. If a customer has insight into this process, it reinforces the quality message.

Encourage add-on sales by showing lower-priced kitchen accessories like silicone kitchen tools and enamel cleaning products with cast iron casseroles or handle gloves with grill pans. Display roasting racks inside rectangular roasting dishes and merchandise steaming baskets with the corresponding size of casserole or saucepan; all this adds further functions to products and encourages dual purchase.

Maximise sales opportunities around key calendar dates and seasons, such as Valentine's Day, Easter, Christmas, wedding season and barbecue season. Themed cast iron displays are hugely successful, providing an excellent opportunity to increase add-on sales with related merchandise and really motivate the consumer to buy.

Try cross-promotion with other complementary designer homeware ranges in order to create a concept display that consumers can buy into. This works particularly well with colour – as you can display a lifestyle and entice the consumer to create the look at home.

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Consumer FAQs Q. What are the benefits of enamelled cast iron cookware?

A. It is suitable for use on all types of hob including induction - in the oven (excluding microwave ovens), under the grill and with cast iron stoves such as Aga/Rayburn cookers. All products (except those with wooden handles) are dishwasher- and freezer-safe.

The vitreous enamel surface is hygienic and impervious to the natural acids in some ingredients, allowing foods to be stored or marinated safely in the fridge. There are many colours to choose from to match both contemporary and traditional kitchens.

Cast iron spreads heat evenly and efficiently through the whole pan. It retains heat extremely well and is therefore energy-efficient to cook with as you only need to use low to medium heat settings. Its heat retention properties also make it ideal to take from the kitchen to the table and keep the food hot for second helpings.

Q. Why are the pans heavy?

A. Cast iron is a naturally heavy material and during cooking its weight becomes a real benefit.

The density of the metal allows cast iron to heat up slowly and evenly and once hot it produces an even 'blanket' of heat around the food to help retain nutrients and to cook both gently and evenly. The weight also ensures the pans remain stable on the hob and that the base does not distort or wobble - particularly important when cooking on a ceramic hob. Of all the cast iron brands available worldwide, Le Creuset is the lightest and has the thinnest and most consistent wall construction.

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Glossary Phenolic handles: Handles made from a durable and heat-resistant black plastic. They allow products to be used in the oven (different manufacturers offer varying maximum temperatures) and these handles remain cooler on the hob than solid cast iron handles do.

Vitreous enamel: A non-porous, hygienic and tough coating made from glass and fired at high temperatures on to metal.

This is not paint and will not scratch off. It is an ideal surface to cook on as it does not absorb flavours or food odours and is very easy to clean. When also applied to the bottom of a cast iron pan it makes the product ideal for use on ceramic hobs, including induction.

Tagine: A conical-shaped cooking pot used for centuries throughout North Africa. Traditionally made from glazed earthenware, including the conical shaped lid, it is still central to north African cooking today. Traditionally recipes were left to simmer over an open charcoal fire, producing the most aromatic of dishes. A modern twist on the classic tagine is a cast iron rather than an earthenware base, coupled with a stoneware lid. This makes the pot even more versatile as it can be used on the hob as well as in the oven. The special shape of the lid allows steam to rise, condense and fall back down on to the food, keeping it moist and flavoursome and retaining nutrients.

Grill/Grillit: A versatile pan with integral cast iron ribs to sear steaks, chops, fish or vegetables while creating an attractive 'char-grilled' look and flavour. Also ideal for healthier cooking as only a small amount of oil is required. The natural fats and juices released from the food whilst cooking can be drained away through the pouring lips in the side of the pans to minimise oil usage.

Below: The versatile shallow casserole suits a variety of cooking techniques, from slow cooking to open roasting, baking or poaching.

Who buys cast iron cookware?

The core consumer is ABC1, female and aged 25-45; although cast iron does appeal to a wider audience (generally ABC1 women and men aged 25-55).

Typical consumers take pride in their kitchen and enjoy cooking from scratch and entertaining. They seek their cooking inspiration from recipe books, cookery programmes and the web.

Traditional shapes, such as round casseroles, are popular among the core consumer base and those new to the material as they are 'kitchen essentials', but new shapes and colours broaden appeal and open the material to new audiences.

Cast iron cookware is often bought as a gift and is ideal for newly-weds looking for a collection or for those investing in a new kitchen and who want the finest equipment to complete it. Consumers who receive cast iron as a gift continue to collect and become brand loyal.

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Left and above: Le Creuset always supports new launches with a range of point of sale, including beautiful recipes to help create a 'story'.

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Proactive selling questions ● What type of hob do you use? ● What kind of oven do you use? ● How many people do you normally cook for? ● What type of food do you like to cook on a regular basis? ● What cookware do you currently use? ● Do you have a colour preference? ● Do you enjoy entertaining?

Q. Why are they quite expensive?

A. Top quality enamelled cast iron cookware is generally priced in line with other premium cookware materials and its price should not be compared with that of more mass market products. It is guaranteed to last a lifetime, so the cost per use is low, making it a worthwhile investment. The products of the leading brand are individually crafted and hand-finished to an exceptional standard and are used by professional chefs and keen cooks around the world. Guaranteed to withstand use in the toughest of kitchen environments they offer longevity and excellent value for money. Premium quality enamelled cast iron adds credibility and value to a specialist cookshop’s range – trading the consumer up to a high

Right: Elysees Yellow brings the warmth of summer sunshine into the kitchen. Available across all shapes the round is a perfect starter piece that can serve an array of dishes from stews to pasta and even soups.

Left: The Le Creuset casserole lid is multi-purpose, functioning as a plate to hold ingredients or a spoon rest to avoid dirtying the worktop.

Below right: Teal will add a pop of colour to any kitchen or dining table and the oval casserole is great for longer cuts of meat and for baking bread.

quality piece of cookware means greater profit and a satisfied customer who will return to store and continue to collect more products from the range.

Q. How do I clean cast iron?

A. After day-to-day use, a simple wash in hot soapy water or in the dishwasher is all that is required. However, an occasional clean with a specialist vitreous enamel cleaner will condition the surface and keep it looking as good as new for many years.

TSB Verdict Enamelled cast iron cookware is a worthy investment, offering supreme versatility and exceptional performance time after time. Consumers are very brand loyal and will add to their collection over time, which gives retailers the opportunity to entice them back into store by keeping their ranges fresh with new shapes. Ontrend colours broaden appeal by attracting a new consumer: those who love fashion in their kitchens as well as uncompromising quality and performance. Cast iron is a must-have for any premium cook shop.

Inset: The new Signature oval casserole is ideal for roasting and is versatile enough to cook sumptuous stews and light pasta dishes too.

Grillit is a registered trade mark.

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s /UR ICONIC ENAMELLED CAST IRON COOKWARE HAS BEEN HAND CRAFTED IN &RANCE FOR OVER YEARS AND IS COVERED BY A lifetime guarantee s ,E #REUSET PRODUCES THE lightest cast iron cookware AVAILABLE s Suitable for all heat sources, INCLUDING INDUCTION AND DISHWASHER SAFE s ,E #REUSET OFFER A CHOICE OF 12 nationally available colours s 7E DO NOT MANUFACTURE FOR ANYONE ELSE

We offer: t " free DPOTVNFS IFMQMJOF PO t "O JOGPSNBUJWF XFCTJUF JODMVEJOH QSPEVDU JOGPSNBUJPO CFGPSF BOE BGUFS TBMFT TVQQPSU BOE SFDJQF DFOUSF XXX MFDSFVTFU DP VL t 4VCTUBOUJBM BOE DPOUJOVFE JOWFTUNFOU JO DPOTVNFS BEWFSUJTJOH BOE 13 t " OBUJPOXJEF TBMFT UFBN BOE DVTUPNFS TFSWJDFT BWBJMBCMF PO 01264 343909 PS orders@lecreuset.co.uk

Le Creuset Cast Iron.

Our ingredients for sucess.

Coffee-making

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Retailer insight “We have seen coffee machine sales increase over the last few years. Customers want to create the different types of coffee they buy, at home. The De’Longhi range offers customers a choice of machines to suit their needs, whether it’s for an espresso or a latte machiatto.”

Priti Merchant, buyer, Steamer Trading

This section is kindly sponsored by

A manufacturer of quality, innovative and stylish home appliances, De’Longhi has been a high-profile Italian brand for more than 100 years and is famous for making premium Italian coffee machines that use fresh beans and fresh milk for truly authentic coffee.

Its instantly recognisable products are unique in their design and renowned for their quality.

Combine this with De’Longhi’s technical expertise and ability to innovate and you have products that truly stand alone. These attributes form the foundation for all new product developments, and are a testament to the traditions long upheld by the family-owned business. Still located in Treviso, Italy, De’Longhi continues to develop innovative products that meet everyday domestic needs; from premium coffee machines, kettles and toasters to airpurifiers, radiators and dehumidifiers.

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Coffee-making

Room Inset: For an eye-catching display that maximises link-sales opportunities, show coffee machines alongside any matching or co-ordinating items from a larger product range.

with a brew Market overview

Innovations

Coffee has become so popular that nearly a third of the tap water we drink in Europe goes into making our regular morning fixes, afternoon pick-me-ups or after-dinner digestifs. The UK had its first Coffee Week in April 2012, while the London Coffee Festival celebrates London’s bustling and vibrant coffee scene, with more than 22,000 visitors expected each year. The organisers say it's an unmissable event for discerning coffee lovers and those working in the coffee scene.

The growing popularity of coffee has had a knock-on effect on sales of the varied equipment used for making it.

The coffee market continues to perform well, with a value growth of 18.4% and 23.8% in volume for 2014 (source MAT Dec 2014 GfK). Many consumers seek out quality, reliable brands because they want to invest in products that will last longer, look good and offer long-term value for money.

Innovations in this type of product revolve around the ongoing search for the 'perfect' coffee dispensed from a fully automatic machine, and technology has meant continuing developments in the way machines are made. There are two in particular worth noting.

Latte Crema: Machine makers have worked to combine design talent and technical expertise to perfect the formulas for the creaminess, density and temperature of frothed milk. The latest innovation at De’Longhi, for example, is LatteCrema milk technology, built into a patented, auto-cleaning and milk-frothing carafe that fits onto bean-to-cup coffee machines. LatteCrema creates the perfect ratio of liquid and froth for the ultimate in dense, luxurious milk micro-foam. The bubbles it produces are so dense that the sugar will rest on the top of the milk.

It’s this kind of technology that allows the Eletta Cappuccino Top coffee machine to feature a onetouch button to serve the ‘flat white’ drink option as well as other coffee shop favourites.

Doppio+: This new feature for 2015 is a dedicated button on some De’Longhi bean-to-cup coffee machines, which allows the user to serve a double shot espresso for an extra energy boost. This is made possible by the patented infuser (brewing unit) design, which brews a 15g shot then pulses water through the coffee to extract the best of the aromas, flavours and extra caffeine; all in the ultracompact Autentica package.

Above: The Autentica, one of De’Longhi most premium and hero bean-to-cup machines, is performance tested to make up to 30,000 coffees in its lifetime – so is a quality investment.

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Types of coffee Coffee beans There are three major varieties of coffee: the Robusta, Arabica, and the blended types.

Arabica: Grows best in altitudes beyond 3,000 feet above sea level. These plants are considered a high-quality bean and produce very flavourful and aromatic coffee.

Arabica plants are harder to grow and are more expensive.

The beans are generally low in caffeine, low in acidity and high in flavour and aroma.

Robusta: Grows best in altitudes that are below 2,000 feet above sea level. Robusta is less flavourful and less aromatic than Arabica. As more Robusta varieties are grown worldwide, these plants are normally purchased as a ‘filler’ bean for instant coffees in order to keep down roasters’ costs. This bean is not usually used in gourmet coffee roasts, however it has twice the caffeine of Arabica and is often blended with it in small quantities to provide a more intense coffee experience with a thicker crema.

Blended: Blending varieties of coffee for the ultimate taste means combining beans that complement one another, whose combined characteristics enhance the final product.

There are several other varieties of coffee, all prepared from different combinations to achieve a new taste and flavour.

Ground coffee Coffee can be ground to differing coarseness. Making the perfect coffee can be a precise science, so it's important to understand the difference. The more consistent, best grind is delivered by burr grinders. Blade grinders tend to be cheaper and offer good results.

A finer grind: Makes for a stronger coffee (essential for an espresso) with a high caffeine content; Requires a high-pressure coffee machine system (up to 15 bar) to force water through the coffee; Delivers a thick ‘crema’ to the coffee; Mixes well with lots of milk to make lattes, cappuccinos and more.

A coarser grind: Produces a milder coffee (essential for filter coffee) with a lower caffeine content; Can be brewed with a low-pressure machine system (through filter paper).

There are different roast levels for the common types of ground coffee, which can also affect the flavour of the brewed result: The light roast has a lighter taste and a higher acidity level; The medium roast, also called the 'classic roast' by many ground coffee brands, has a sweeter taste that is a bit stronger and has a near-perfect acid and aroma blend; The dark roast has a distinguishing strength where you can easily taste the roasted flavour of the bean.

Proactive selling questions l What type of coffee would you prefer to use: fresh beans or fresh ground coffee, or capsules or pods?

If the preference is for beans or ground coffee, the customer should consider a bean-to-cup or a traditional Italian (pump espresso) coffee machine. l What type of coffee do you generally prefer to drink: milky drinks and/or black drinks i.e. flat white, cappuccino, latte, Americano or espresso?

For milky drink preferences a built-in carafe delivers coffee at the touch of a button, while select machines feature buttons for serving specific drinks. l Do you prefer the taste of fresh milk or capsule milk?

Some customers do not like the Above & below: For lovers of milky coffee taste of capsule milk, which tends to drinks, caffe latte is a popular choice while be treated to last longer, and for some purists only the essential black therefore loses some flavour profiles espresso will do. of fresh milk. l How much time do you have to prepare coffee?

Those customers that are short for time may like the one-touch convenience of a bean-to-cup or capsule/pod system. For more creative, hands-on, barista-style coffee making, a traditional Italian machine will be better. l What natural coffee aromas and flavours would like your coffee to have?

Only certain machines allow the flexibility to select a choice of coffee. Find out more on the Coffee Expert app with ‘find my ideal coffee’.

Merchandising tips l Demonstration is key to relaying the benefits of coffee machines because it produces the very thing that consumers buy machines for: a perfect cup of coffee. So, if you don't already do so, organise some in-store demonstrations. The chance for consumers to interact with and touch products is a very compelling route to purchase. Don’t forget to let the customers try the end result so they understand they can create real Italian coffee at home. l Where coffee machines are part of a broader product range (for example, De'Longhi also makes toasters and kettles), display them with the matching appliances to maximise link-sales opportunities. Some eye-catching displays can be created this way. l Display manufacturer literature like buying guides to help customers find the machine that best suits their needs; there are so many machines available that you need to be sure the customer leaves the shop with a machine that’s right for them. l Download the De’Longhi Coffee Expert app for Apple and Android mobile phones. This app provides the retailer and consumer alike with a wealth of up-to-date resources, including recipes, information on coffee, its origins and coffee making tutorials. It also features a fun ‘coffee calculator’ which illustrates how much money can be saved by making coffee shop favourites at home.

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Trends The trend is very much for 'real' (espresso-based), freshly ground coffee, as opposed to instant. This is borne out by the experience of coffee machine manufacturer De'Longhi that the main driver for purchases of bean-to-cup machines is the fact that they use fresh milk and fresh beans.

That's not a new trend, of course; in the past 10 years we’ve seen the emergence of a ‘coffee generation’ of people with a daily thirst for freshly made coffee, driven by the explosion of big coffee chains on the high street in the early 1990s.

Caffé latte is the most popular coffee drink, followed by the cappuccino and the Americano, according to Allegra Strategies 2015. More recently the flat white has emerged as a favourite, imported to the UK by the Australian coffee culture and now coffee shops are serving (as standard) double-shot espresso drinks for the added pick-me-up.

The ongoing trend makes it important for cookshop sales staff to learn as much as they can about coffee.

Coffee is rather like wine in that it's an endlessly complex and intricate world of flavours, blends and techniques. It is crucial to understand and appreciate every step, from the types of coffee beans, how and where they are grown, the blends, and the roasting, to finally how to make the perfect coffee using the best machine.

Capsules and pods Easy Serving Espresso (ESE) pods ESE pods are small portions of ground, compressed coffee pre-packaged in filter paper. They contain the exact amount of coffee needed to make an espresso, unlike loose ground coffee, which needs to be measured before use.

The pod is inserted into the appropriate machine and then hot water runs through it to make the espresso.

As the filter paper is made mainly of plant fibres, the servings are degradable and therefore environmentally friendly.

Nescafé Dolce Gusto pods These plastic pods contain either ground coffee or dried milk. The ground coffee portion is used to make the espresso, whilst hot water is added to the dried milk capsule by the machine and frothed into the cup. Pods can be bought from most supermarkets and there are more than 30 different varieties to choose from, including non-coffee options such as chococino and chai tea latte.

Machines developed exclusively for Nescafé Dolce Gusto pods cannot use other types of pods.

Nespresso capsules Nespresso capsules are like pods in that they contain a single portion of ground coffee, but they differ from pods in that the coffee is packed in foil. The chosen capsule (there are more than 30 varieties to choose from) is inserted into the machine, and hot

Who buys coffee machines?

Demand for coffee machines for use at home is driven by the rise in coffee culture away from the home, as consumers from a wide demographic want to recreate the 'real coffee' experience in their kitchens. As one would expect, a key customer is the real coffee connoisseur who enjoys the barista experience and has the time to prepare real Italian coffee at home; but machines are equally popular among families who want an easy-to-use option.

Many coffee machines are given as house-warming gifts or presents for Christmas, Mother’s Day or birthdays – and they also feature on most wedding lists.

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water is delivered under pressure to extract the full flavour of the coffee. Fresh milk can be frothed separately. Nespresso capsules are used only with Nespresso machines and De’Longhi's Lattissima Nespresso machines are the only ones equipped with a patented, auto-cleaning carafe system, which heats and froths milk directly to the cup.

Types of coffee drink Cappuccino A shot of espresso with hot and densely frothed milk. Normally made up of a ratio of 1/3 coffee, 1/3 steamed milk, and topped with 1/3 milk froth.

Caffé latte Similar to a cappuccino but different proportions: normally 1/3 espresso and 2/3 steamed milk, topped with just a dollop of milk foam.

Flat white Similar to the latte, sometimes served with a double shot of espresso and with a thin layer of micro-foam.

This drink was originally created in Australia but has become popular around the world.

Americano Espresso with extra hot water for a less intense taste.

Macchiato A shot of espresso with a dash of hot milk or dense froth on top. The addition of milk softens the intensity of the neat espresso.

Caffè mocha Latte with added cocoa powder mixed into the drink.

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10 things you didn’t know about coffee Inset: The new Latte Crema system delivers milk froth with perfect body, compact and soft, and the optimal ‘microbubbles’ surface.

Consumer FAQs Q. How to make a perfect, rich milk froth?

A. Use skimmed or semi-skimmed milk at refrigerator temperature (5°C).

If using a bean-to-cup machine with a milk carafe you can also set your preferred froth level.

Activate the clean-function after each use. Alternatively use the milk frothing wand to use steam to heat and froth fresh milk to a micro-foam, taking care not to heat the milk above 65-70°C. To watch a video on milk frothing visit www.seriousaboutcoffee.com.

Q. How frequently should I descale my machine and with which kind of descaler product?

A. How often depends on water hardness and on the usage frequency of the machine: the harder the water and the more coffees made, the more frequently a machine should be descaled. The Coffee Expert app for Android/Apple mobiles has a map of water hardness in the UK. Bean-to-cup machines, and most pod/capsule machines, are equipped with a descale alert.

Traditional Italian pump machines should be descaled after about 300 coffees or as soon as the machine's original performance reduces.

Always use the manufacturer's descaler only and never use sulphamic- or acetic-based descalers.

Q. How can I choose or modify the coffee temperature?

A. On bean-to-cup machines you can set your preferred coffee temperature level.

To reach a perfect in-cup espresso temperature try pre-heating the cup with the cup warmer (if present) or with hot water.

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95% of the UK population drink coffee at least once a month.

The number of cups of coffee drunk each day in the UK is estimated at 70 million.

People in the Netherlands drink more coffee than any other nation – 2.4 cups per day (source: Euromonitor).

Caffe latte is Britain’s most popular coffee drink, followed by cappuccino and Americano.

The UK’s first coffee shop opened in Oxford in 1650.

Coffee is one of the most valuable products in world trade, second in value only to oil.

The New York Stock Exchange and Lloyd’s of London both started as coffee houses.

Roasted coffee beans start to lose their flavour after two weeks; ground begins to lose its flavour in a few hours.

Coffee is the most common ingredient in anti-cellulite creams.

A cup or two of coffee could boost the brain’s ability to store long-term memories, researchers in the US claim (source: Nature Neuroscience Journal).

Before dispensing the first coffee, it can be useful to dispense some hot water, or run a rinsing cycle in order to warm up the system.

If coffee is still not hot enough, the machine probably needs descaling.

Q. Can I use any ground coffee to make an espresso?

A. For the best balance of flavours and aromas it is recommended that only coffee ground for espresso machines is used.

Espresso requires a specific range of ground coffee coarseness, which is different to filter coffee or moka coffee.

Different type of grinding level, even in the espresso range, can result in different flavour profiles. On bean-to-cup machines you can set your grinding level and taste preferences. The finer the grind the more intense the flavours and aromas will be in the cup. Crema may also become thicker.

With traditional Italian (pump espresso) machines, the in-cup coffee flavour (stronger or weaker) can also be adjusted by pressing (tamping) more or less, respectively, the ground coffee inside the filter holder.

TSB Verdict The ongoing popularity of freshly made coffee means coffee machines, especially at the premium end, are a must-stock for cookshops. Product knowledge is key, so that staff can explain to customers how they can use machines to make the perfect coffee, and knowledge of different types of coffee is also important. Maximise sales by holding demonstrations so customers can see how the machines work and, perhaps more importantly, smell and taste the result.

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Flat White, Cappuccino, Latte, Espresso ...all fresh from your home Barista

Real Italian coffee at home, at the touch of a button Bean to cup machines grind fresh beans and froth fresh milk for the perfect taste.

The compact Eletta bean to cup from De’Longhi serves your coffee shop favourites directly to your cup and all at the touch of a button. With self-cleaning features Eletta is your perfect Barista at home, ready to serve you perfect Italian coffee.

Discover more at: www.delonghi.co.uk

Download our FREE Coffee Expert App, available for download on the App Store and Google Play

Food preparation

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Retailer insight “The premium food preparation market remains an exciting place to be.

With consumers looking for multifunctional products to suit their requirements it is about finding the right product for each individual consumer’s needs. A range of products on display featuring different sizes or colours available allows the consumer to pick the product which suits them the best.”

Chris White, Purchasing Manager, Purewell Electrical

This section is kindly sponsored by

The single most versatile kitchen appliance you will ever need. Did you know you can slice, grate, chop, whisk, blend and bake with a Magimix food processor? That’s the job of the six-machines-in-one Magimix food processor.

Creating great quality food is at the heart of everything we do. Our food processors are designed to help you prepare food to feed your family everyday, wow your friends at a dinner party or simply keep the children entertained. Our core values have remained the same since we invented the food processor more than 40 years ago; simple, robust, efficient a attractive. We are now much more versatile too. With three bowls, an extra large feed tube and a wide range of creative accessories, tasks can be accomplished quickly, easily and quietly with a Magimix.

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Food Preparation

Inset: Food processors make a real style statement in a modern kitchen.

Right: You can slice grate, chop, whisk, blend and bake in a Magimix food processor.

Prepped up Market overview Whether it’s cooking for our families or friends, the trend for cooking more at home continues. We are making a more conscious effort to prepare healthier meals for our families and more impressive ones for our friends. Consumers are interested in where their food comes from and in its quality, wholesomeness and nutritional value. Although today’s consumers are more budget conscious about the food they buy, they will pay for good quality and increasingly are looking for products that can help them achieve the results they also see on television in the myriad of cookery programmes.

For the fifth consecutive year, the food preparation market continues to grow. Despite a decline in the food processor market in 2014 we saw the average selling price continue to rise, with the above-£350 market one of the key growth areas, according to GfK. This suggests consumers are willing to pay more and trade up for quality and multifunctionality.

Brands at the premium end of the market are seeing growth as consumers move increasingly away from low-end trade brands and seek out durable and quality products. They realise that it makes sense to pay more when purchasing a processor, because the higher specified machines are built better to last longer. Tied up with this decision are concerns about the environment, with consumers questioning the 'throwaway' habits of earlier times and wanting instead to have kitchen equipment they can keep for many years.

This presents retailers with a great opportunity to trade up more customers to machines that have better features and higher specifications.

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Food Preparation

Innovations

younger generations of cookery aficionados. They combine the best cooking traditions with today’s technology. In some cases, such redesigns mean that effectively almost all of the product is new.

What sort of features might these be? For Magimix, as an example, these are the kinds of features that are being included in modern machines: ● Multifunctionality – one machine that covers a wide range of tasks in the kitchen; ● thicker, stronger, bowls and lid; ● bowls with greater working capacity; ● motors that are more powerful yet quieter and longer lasting; ● more space-efficient design; ● ease of use for left- and right-handed users; ● blades, whisks, spatulas and discs that are designed to perform better than ever before; ● handles that make the machine easy to control; ● long guarantees; ● 'three-in-one' offers, with three bowls of varying sizes; ● XL (extra large) feed tube for larger fruits and vegetables.

Electrical food preparation is a category where innovation, style, design and functionality go hand in hand. Their purpose is to make life simpler for the serious cook.

Most top chefs, cookery schools and cookery writers use food prep products.

For this reason, those from leading brands are built to last, yet aim to incorporate up-to-date features that will ensure they continue to appeal to the

Above: The Magimix 3200XL in white gives the consumer the convenience of the extralarge feedtube with the space saving design on the worktop.

Inset: Many food processors are given as house-warming, anniversary or wedding gifts.

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Food Preparation

Merchandising tips ● The products that sell the best are those that are displayed in a lifestyle situation. Create displays of co-ordinating kitchen equipment for a look that will not only catch your customers’ eyes but will also help sell the products. ● Try combining a product set (food processor, coffee machine and toaster) with some pretty kitchen accessories like tea towels, mugs and storage containers for an eye-catching look. ● Don’t forget to highlight long guarantees where available as these can help with the customer's buying decision. For example, Magimix's 30-year motor guarantee on all its food processors gives both you and your customers peace of mind. ● At the premium end of the food preparation market, practicality remains key. For a consumer to invest in high-end products they must see the value in doing so. How will it simplify their life? Be ready to communicate the features and benefits, through your merchandising and through face-to-face conversations.

Inset: The classic food processor is now available in a compact version, making it ideal for singles, young professionals and small families.

Consumer FAQs

Trends Despite there being a trend for colour in the kitchen, the consumer of premium food preparation products continues to choose the more traditional colours to feature in their kitchen.

Satin is still seen as the ultimate statement colour but with the kitchen increasingly becoming a more relaxed, sociable environment, many consumers are opting for block colours such as black and red, while more subtle colours such as cream and white remain popular for those who want their appliances to blend in.

With these attitudes to colour in mind, Magimix launched in March 2015 a new range of food processors that addresses the consumer’s desire for colour and their preference to remain ‘traditional’ in their colour choice.

Q. How should I clean my machine?

A. The bowls can be washed by hand in soapy water or placed on the top shelf of the dishwasher.

Q. What size machine should I purchase?

A. That really depends on your needs. Large processors are suitable if you do a lot of cooking and food preparation on a regular basis. For small families, couples and individuals, compact and mini machines would fit the bill.

Q. Will I always be able to able to get replacement parts for my machine?

A. That depends on the manufacturer. Leading

Proactive selling questions Inset: For those who batch bake or cook regularly for larger numbers of people, Magimix offers the 5200XL range.

● How often do you cook from scratch at home?

The more frequently a customer does proper home cooking, the more use they will be able to get out of a food processor. ● What style is your kitchen and what look are you after – traditional or modern?

A variety of colours are available to meet varied attitudes towards colour in the kitchen. ● How many people live in your household?

This question will help to determine what size processor will be best for them. ● What is your budget?

Buying a cheap product may initially sound like a good idea but if it ultimately doesn’t last it will be a false economy. ● What do you like to cook at home?

Many brands have attachments and accessories available.

For example Magimix has attachments to enable the consumer to dice, baton, smoothie, purée and even mash.

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Food Preparation suppliers like Magimix pride themselves on having Who buys processors? spare parts for their entire range of models, even Practically every household in the UK buys these the oldest ones. products in one form or another. The machines are Q. How long should a processor last under often given as house-warming, anniversary, wedding, Christmas, Mother’s and Father’s Day presents or normal use? purchased as an upgrade. The market potential and A. Low-cost processors tend to last on average the opportunities to increase sales are endless. two or three years while premium machines should Many consumers update appliances before they need to – however with the environment at the last a lifetime. forefront of many people’s minds, products that last Q. Is the product guaranteed if it goes wrong? are becoming increasingly popular. Products that have A. Most leading manufacturers offer good been tried and trusted are also gaining in popularity again. The market picks up in September when the domestic use guarantees and after-sales service. barbecue season ends and more meals are prepared Q. How much food can a processor handle? inside. Consumers also purchase just before Christmas A. It depends on the type of food but typically a so they have a machine to help them prepare the festive food.

2.6L bowl would be big enough for 1kg of shortcrust pastry, or 1 kg of bread dough, or 750g of meat, or 800g of carrot or cucumber, or 1 litre of soup.

Left: Consumers tend to be traditional in their colour choices when purchasing premium food preparation products.

Inset: Serious cooking can be fun, not hard work, with the right equipment.

TSB Verdict Modern processors are fashionable yet functional kitchen accessories; gone are the days when they were seen simply as mundane pieces of equipment. Consumer demand is growing for models that are efficient and reliable but that also look great.

Cookery programmes, TV reviews, makeover programmes and lifestyle magazines play a huge role in colour prediction and educating consumers about what products are available.

Retailers can encourage trade-up by displaying the products in lifestyle situations, by explaining the product features and by stressing new design and colourways.

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Hard anodised cookware

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Retailer insight “Hard anodised cookware is a strong seller for us and a very important part of our offering.

Customers like the stylish look of it and the fact that it's very strong, which gives them reassurance that though they're paying a bit more it's going to be robust and stand up to a lot of use. Product knowledge on the part of the people on the sales floor is very important, so that they can be confident enough to sell the features and benefits - and to tailor their advice to the customer's needs so that the customer goes home with something they're really comfortable with. One of our most popular products is the Raymond Blanc range from Meyer; the fact that it's endorsed by a chef who is known not to stick his name on just anything, but works closely with the manufacturer on product development, gives it added kudos.”

Karen Mackay, cookshop buyer, Sterling Furniture (four home stores around Scotland)

This section is kindly sponsored by

Meyer is a world leader in culinary innovation, a name synonymous with premium-quality cookware that has been welcomed into kitchens around the world for over four decades.

Producing more than 40 million pieces of cookware every year, we are pioneers in our industry: we were the first to put non-stick on hard anodised cookware, and the first to introduce Hi-Low grooves to non-stick coatings. Our reputation as market leader has been built on strong design and manufacturing expertise across a broad portfolio of brands trusted by chefs across the globe, which include Ruffoni, Anolon, Circulon, Raymond Blanc, Meyer, SilverStone and Prestige.

2015 sees the introduction of two new product ranges. The next generation of our iconic Anolon brand, Anolon Authority, takes non-stick hard anodised cookware to new performance levels, offering professional-quality cookware for use at home, perfect for creative chefs. We have also supplemented our Circulon line-up with the elegant new Symmetry range of gourmet cookware, featuring our patented TOTAL Non-Stick System that provides exceptional release and durability, backed by our lifetime guarantee and brand promise to replace products if consumers are unhappy with the non-stick performance.

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Hard anodised cookware Inset: Anolon Authority is a new and stylish hard anodised cookware range that offers superior quality and exceptional durability.

Below: Anolon Authority's three-layer non-stick technology promotes quick and even heating with outstanding cooking performance.

Hard as nails Market overview The cookware category has suffered from subdued demand in recent years. Due to the climate of austerity consumers are delaying replacement purchases while lack of opportunity for young consumers to set up home has impacted the market of typical new purchasers. The cookware market remains the biggest section in the category; according to retail research agency Conlumino, sales reached £532 million in 2013.

Having been affected by the stagnant housing market, the cookware sector is set to be reinvigorated by a housing recovery. Coupled with growing interest in cooking and dining at home, this is likely to generate increased demand for superior-quality cookware, especially that from trusted brands. It’s expected that the market will grow by around 8% in value by 2018.

Innovations Truly innovative cookware products provide superior performance over an extended period of time and establish themselves as kitchen essentials. Inspired by eating trends, consumer habits and modern technologies they balance aesthetic appeal and functionality, offer solutions to common cooking issues, and appeal to both aspiring and accomplished cooks.

Innovations in the sector have been happening for many years: notably, in 1986 Meyer was the first to apply a non-stick coating to hard anodised cookware, establishing a new benchmark by

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Hard anodised cookware stick durability without trapping food. The surface carries a lifetime no-quibble guarantee. New to the range this year is Symmetry, which uses elegant tulip shapes coupled with an advanced three-layer non-stick coating to offer outstanding durability and heat conduction. Cast stainless steel handles with silicone provide a confident grip and are oven safe to high temperatures.

which all non-stick cookware would be measured in future. Subsequently, various technologies have been developed to further improve cookware performance and durability.

For example, Meyer's latest addition, Anolon Authority, has a heavy-duty, hard anodised construction that is twice as strong as stainless steel, while the 'ground-breaking' three-layer nonstick technology promotes quick and even heating with outstanding cooking performance.

Innovative features include specially-shaped handles that help prevent the hand from sliding too far down the pan.

The popular Circulon range features the TOTAL Hi-Low food release system, which uses raised circles that reduce abrasion and increase the non-

Above: Circulon's cast stainless steel handles with silicone provide a confident grip and are oven safe to 180°C / 350°F / Gas Mark 4.

Inset: Professional-standard cookware can be found in restaurant kitchens and cookery schools, including that of chef Raymond Blanc.

Trends Conlumino figures for 2014 show an unabating consumer appetite for cooking. In a six-month period, 85.1% of us prepared a family meal, while more than half watched TV cookery shows, baked at home, or looked up recipes online. More than a quarter cooked for a dinner party, while 23% bought a cook book and 2.3% took cooking or Left: Anolon Authority's baking lessons. heavy-duty, hard anodised This is good news for the industry, particularly as consumers look for construction is twice as products that will consistently give superior performance. As recessions strong as stainless steel.

Below left: Specially-shaped end, consumers tend to look for better-quality products and trusted brands, handles help prevent the so quality cookware is ideally positioned to take advantage of the emerging trends. hand from sliding too far Keen cooks of all ages are using social media sites like never before. They take pride in down the pan. showcasing their culinary creations online, and use popular platforms like Facebook, Twitter and Pinterest to seek advice and inspiration and to share recipe ideas and product recommendations. Manufacturers and retailers can capitalise on this trend through creating branded social media channels to allow a new level of connection with consumers.

Meanwhile, TV cookery shows remain very influential on consumers’ interest in food and cooking. The demand for smart, stylish and innovative products is greatly led by the techniques, skills – and cookware – consumers see on TV. Those who like to cook and be creative in the kitchen naturally want the best available tools, and will often choose the equipment they see on these programmes. Leading brands can also be found extensively in restaurant kitchens and cookery schools, which also helps to create consumer demand and develop brand awareness.

Product endorsement from a chef they respect gives consumers added confidence to purchase cookware. So many manufacturers work with celebrity chefs to develop product ranges; for example, Raymond Blanc helped Meyer to produce its signature range. Such collaboration between manufacturing expertise and creative input aims to result in optimum performance and reliability for both professional chefs and passionate home cooks.

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Hard anodised cookware

Who buys hard anodised cookware?

Target customers are many and varied: accomplished and aspiring cooks, people who enjoy cooking and creating in the kitchen, housewives/mothers, men and women who want to share their love of food with friends and family whether hosting formal dinners, casual entertaining or merely satisfying their family.

Women are still more likely to be experienced cooks than men – although this is less the case in the younger age groups, which tend to share household responsibilities.

The trend for people to spend more social time in the kitchen and the preference for home cooking over eating out has broadened the cookware buying population. For many people cooking is a hobby and they want the best they can afford to make the hobby more enjoyable and satisfying.

Some, of course, are buying because their current pans are in poor condition and need replacing. They’re often looking for better quality pans that will stand the test of time.

Above: The new Circulon Symmetry range features elegant tulip shapes coupled with an advanced three-layer non-stick coating.

Left: The non-stick on this pan carries a lifetime noquibble guarantee.

Below: The non-stick surface on this Circulon pan features raised circles that reduce abrasion and increase the non-stick durability without trapping food.

Bottom left: Asking them about how many people they cook for and what sort of hob they have is a way to engage customers in conversation about cookware.

Consumer FAQs Q. What is hard anodising?

A. A simple but highly controlled and technical automated process, hard anodising involves submerging the body of the pan in chemical baths while exposing it to low-level electrical charges.

This changes the molecular structure of the pan's body, making it extremely hard and resistant to abrasion. This durability comes from changing the material on a molecular level rather than just adding a coating.

Q. Why should I consider hard anodised cookware?

A. It's twice as hard as stainless steel with superb heat conduction – hard anodised pans heat up quickly with no hot-spots. Cookware with a thicker gauge helps the heat spread evenly over the whole surface, not just the base.

Q. Is it worth paying more, honestly?

A. Yes, if your customers want great performance

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over an extended period they will be extremely satisfied with their choice. Hard anodised cookware is typically positioned at the moderate to high end of the price range; there are cheaper options but buying cheaper cookware is often a false economy.

Q. Which pans do I need?

A. With an overwhelming array of sizes and types available, choosing the right ones for you really depends on your lifestyle and expectations in terms of performance and price. Think about how many people you cook for, what sort of hob you have, and whether you're starting from scratch or adding to a set. Various speciality cookware pieces and seasonal items are available that may be worth considering.

Q. Will non-stick hurt me if digested?

A. Non-stick materials are non-toxic and pose no health risks. Even if ingested accidentally there's no danger. Some brands' non-stick coatings are also PFOA free, for added peace of mind.

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Hard anodised cookware

Merchandising tips ● To merchandise a hard anodised cookware range properly you need to communicate and emphasise the features and benefits of the products effectively.

The benefits of hard anodised cookware are its fast, even, heat distribution and the fact that it is twice as hard as stainless steel. You could mention that it was originally developed for the demanding restaurant trade – a fact customers may not be aware of.

Price is another consideration you have to communicate effectively so that customers can appreciate the product features and benefits, including the convenience of non-stick.

One important point is that cheaper products are often a false economy. Pans are an essential ingredient in the cooking Above: Consumers are increasingly process, their choice will affect the quality of food they prepare and inevitably looking for professional-quality cheaper products of inferior quality will need replacing sooner. cookware for use at home.

Below left: Stocking a comprehensive ● Point of sale material can really bring the hard anodised section to life. For range gives customers the confidence example, Meyer's integrated POS system includes innovative and space maximising that they can buy one or two items now, ideas supported by consumer advertising and other promotional material, and the then add to their collection over time.

Below right: The exceptional durability company offers a comprehensive in-store fixture programme to help merchandise of hard anodised cookware comes from products and make the changing the material on a molecular experience more interactive for level rather than just adding a coating. consumers. ● Live demonstrations in store are a great way to showcase quality products at their best. Be approachable, knowledgeable and encourage customers to plan their purchases over time to build brand loyalty. ● Packaging is key when it comes to communicating features and benefits. So look for products that are stylishly packaged with easy-to-navigate features and benefits, together with cookersuitability symbols and comprehensive details of guarantees. ● Most cookware is purchased in store, with customers looking for a 'touch friendly' approach. So as much as possible, product displays should provide easy access for customers and encourage them to touch and feel. Most people are right-handed, so make sure all handles are to the right, and encourage your customers to pick up and feel the quality of each piece. ● Stocking a comprehensive range from one of the world’s largest manufacturers gives your customers the confidence that they can buy one or two items now, then add to their collection over time. This builds all-important brand loyalty. ● Be mindful that customers often choose specific retailers because they stock a wide choice of innovative and interesting products across a good selection of brands. If you run out of stock, they will simply look elsewhere. Check that your supplier has a distribution system that ensures good stock levels, giving customers consistent opportunities to see and try out products, increasing your chances of sales. ● Encourage add-on sales and collectability with speciality pieces and accessories like knives, utensils and gadgets. ● Educate and inspire your staff with training so they can help consumers make a purchase. Leading manufacturers, such as Meyer, offer training sessions to help educate sales associates on the benefits of the different substrates available. ● For customers purchasing online, buying guides are invaluable, as are recipe ideas that demonstrate how different products can be used to produce a finished result.

Proactive selling questions

TSB Verdict

● Did you know this type of cookware is twice as hard as stainless steel? ● Would you like professional quality cookware for use at home? ● Is it important to you that your cookware is safe to use with metal utensils? ● What assurances do you need about the pan's durability and non-stick guarantee?

Hard anodised cookware is a category whose durability and strength appeals to both experienced cooks and to those who simply appreciate the value for money inherent in buying cookware that's built to last. With effective communication of the features and benefits, this is a category well worth stocking as part of a comprehensive cookware selection.

SilverStone, SureRest and TOTAL are registered trade marks.

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Induction cookware

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Retailer insight “Induction cookware is a must in our cookshop ranges. Our customers are very knowledgeable and we sell induction hobs in our fitted kitchen department so we must offer cookware ranges that complement the appliances. Early adopters to technology expect the latest trends to be available in any good cookshop and our customers are very much on trend. Training is the key to selling induction cookware. It's important that our staff are fully aware of the features and benefits of each selection and we encourage our staff to use the items themselves so that they buy into the positives of the ranges. It's also important to have strong point of sale material to act as 'silent salesmen'. Price is not an issue if the items are value for money and with induction cookware this is easy to explain.

We offer several ranges of induction cookware, including the very affordable and popular Judge collection. Customers who have not yet bought into induction like the new Judge Continental range because of its clean lines and elegant design, while technologically forward customers love it because it is suitable for induction.”

Amanda Reed, buying controller, Leekes (seven stores in South Wales, South West England and the Midlands)

This section is kindly sponsored by

Established in 1896, Horwood has two well-known quality brands, Stellar and Judge. The names are synonymous with high quality cookware, but over the last decade Horwood has broadened its market expertise to become a major player in the cutlery, kitchen knives, bakeware and small electricals categories.

Cutlery is proving to be an area of growth for the company, as it offers new designs and packs to suit retailers and consumers. Horwood has recently started a large research project with the leading induction zone manufacturer to ensure that all future Stellar and Judge pans will be highly efficient on all types of induction hobs.

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Induction Cooking

Innovative

induction

Left: This induction-based frying pan has a honeycombed non-stick interior.

Market overview Induction cooking is taking the kitchen world by storm. It is more powerful, more energy efficient, more controllable and safer than gas. See the Consumer FAQs section for more details about these benefits. Induction cooking is not some radical new technology: it has long been widely used around the world, both by professionals and homeowners.

But in the last few years the technology and accessibility has improved and the costs continue to fall; in addition most new building projects specify for an induction hob as it is easier to install and safer to use. As a result there has been a substantial change in the kitchen hob and cookware market.

Horwood’s marketing manager James Robinson says: “There is a direct relation between the type of cookware sold and sales of hob types. We have found a growing demand for inductionready cookware, a demand fuelled not only by the growing number of induction hobs being installed, but also by customers wanting to be ‘future proof’ and energy efficient when investing in quality cookware.”

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Induction Cooking

Trends With energy bills continuing to rise, consumers are more and more concerned about energy efficiency. The more energy-conscious consumer is more likely to purchase an induction hob, and to look for induction-specific pans.

Many cookware brands have adapted their existing cookware ranges, to ensure that they are suitable for induction. But the adapted cookware can often be less efficient on more traditional hob types.

Inset: Cast iron is one There is a lack of understanding as consumers of the substrates that have a high ferrous content struggle to recognise the difference between induction, and are therefore ceramic and halogen hobs, as they look very similar; induction compatible. consumers can be unpleasantly surprised when their existing cookware does not work on their new induction hob.

In 2010, 20% of electric hob sales were induction hobs; the government wants to see this figure rise to 80% by 2020.

(Source: DEFRA Policy Brief: Improving the energy performance of domestic cooking products, July 2008.)

Gas is still favoured by traditionalists, because it is so well established and is associated with 'proper' cooking. But more and more professional kitchens are switching to induction hobs, due to their speed and controllability, their ease of cleaning and the fact that they keep the kitchen cool (compared with gas). According to Paul Gayle, executive chef at the Lanesborough Hotel, quoted in www.caterersearch.com, savings of up to £600 a month can be made.

About induction cookware Induction cookware needs to contain levels of ferrous metal (iron), which enables it to be magnetised. As a general rule of thumb the following substrates contain high levels of ferrous metal: cast iron, carbon steel, 18/0 stainless steel.

The following contain low levels of ferrous metal, and therefore will not be suitable for induction use: aluminium, copper, 18/10 stainless steel.

Each material has its advantages and disadvantages, for example aluminium is a great conductor of heat, so is used on many frying pans, but it contains very little ferrous metal, so it will not inherently work on induction.

Right: Induction is safer than gas as there is no naked flame; it is also safer than halogen or ceramic as the pan is heated directly, not the hob.

Below: These cast iron pans from Stellar add a nice splash of colour to the kitchen.

Who buys induction cookware?

There are several types of customer: those who love technology and gadgets; those who appreciate the energy- and potential cost-savings this method of cooking offers; and those who want to ‘future proof’ their kitchens by buying the kind of cookware that works best with modern hob technology.

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Induction Cooking

Above: This shows the induction-engineered base of the Stellar 3000 range.

Merchandising tips ● Within your cookware offering, ensure you have a range that is specifically designed for use on an induction hob – and that this is clear from the product packaging. ● Have handy a spare magnet – to reassure a customer that the pan is magnetic, and thus suitable for use on an induction hob. ● Have a portable induction hob on display (such as the Stellar SEA23) – this can also be used to quickly demonstrate to the consumer that the pans will work.

Right: This diagram shows the three-layer construction that creates an inductioncompatible pan.

18/10 SStainless tainless SSteel teel “H “High igh FFlow” low ” A Aluminium luminium 18/0 H High igh FFerrous errous Stainless Stainless Steel Steel

Innovations There are many ways to combine metals to get the best out of cookware. For example, the Stellar 3000 range features an aluminium pan with a highly ferrous engineered steel base (to make sure it works on induction hobs). Aluminium rods are pressed through the steel base to maximise the heat conductivity between the steel base and the aluminium pan.

Another method is the use of an induction thermic base. The Stellar Induction range, for instance, is cleverly constructed from three layers of metal: ● 18/0 stainless steel – the high ferrous content is great on induction hobs; ● 'High flow' aluminium – a great conductor of heat, which spreads evenly across the base; ● 18/10 stainless steel – easy to clean, long lasting, and self-healing.

By combining all three materials the manufacturer can achieve great performance on all hob types, especially induction.

For the best possible performance, there is a further method that uses laminated sheet metal, such as the Stellar James Martin Lamina range. This uses the same ingredients of metals as the 'induction thermic base' but they apply to the entire vessel, not just the base. The resulting product offers outstanding performance and not only heats up but also cools down quickly.

PROGRESSIVE HOUSEWARES

Right: Specially designed saucepan stands make it easy to store a pan set in a small footprint.

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Induction Cooking Below: The Stellar 3000 five-piece set is among the product options.

Proactive selling questions ● Can I show you what happens when you place this magnet against different types of cookware? ● Did you know that induction cooking is more powerful, more energy efficient, more controllable and safer than gas cooking? ● Have you ever wondered whether your existing cookware would be induction compatible?

Consumer FAQs Q: Is induction more powerful than gas?

A: Yes; a large gas hob will create approx 12,000 BTU (British thermal units) per hour, while a 1.7 kW (typical) induction hob will produce the equivalent of 15,000 BTU. Q: Is induction more energy efficient than gas?

A: Yes; according to the U.S. Department of Energy the typical efficiency of induction hob tops is 84%, while that of gas hob tops is only 40%.

Q: Is induction more controllable than gas?

A: Yes; on some hobs you can even set the temperature you would like your food cooked to, and it will adjust the heat accordingly. This facility is commonly used by chocolate makers, who need to melt the chocolate below 44°C. Q: Is induction safer than gas?

A: Yes; there is no risk of a naked flame, the hob is not directly heated and the hob will

Below: Top, middle and bottom: The manufacturer makes it clear on the bases that its products are induction compatible.

switch off if a pan is not detected, or even if the pan boils dry.

Q: Do I need to buy pans from an induction range?

A: Not necessarily; as long as the pans are marked as being suitable for all hob types, they should work.

But pans that are specifically built for induction use are likely to be more efficient.

Q: Will my existing pans work on my new induction hob?

A: Check to see if the base is magnetic. If a magnet sticks well to the base they should work. If you’re not sure, contact the manufacturer.

Q: My pans are suitable for all hob types, but my smallest pan does not work on any of the rings. Why? A: Very occasionally there can be incompatibility between induction hobs and pans that have a base diameter of less than 140mm. This is due to the variation between different manufacturers’ hob safety circuits.

These circuits are designed to ensure that metal items like tongs, spoons, ladles and jewellery (rings or bracelets) will not activate an element. On older models the detectors are often set rather conservatively.

TSB Verdict This is an exciting sector, as it is very much on the cusp of developing technology and offers potential savings in energy and fuel bills, hence it being promoted by the government to help drive down domestic fuel usage. It has appeal, therefore, to both gadget lovers and the energyconscious consumer. The fact that professional chefs are increasingly using this type of hob in their kitchens will give consumers confidence in the new technology.

Above: Most new building projects now specify for an induction hob as it is easier to install and safer to use than a traditional gas hob.

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Kettles & toasters

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Retailer insight “Consumers want matching appliances in their kitchens so kettles and toasters go hand in hand. And kettles and toasters have become much more sophisticated than they used to be. Toasters, for example, are no longer just for toasting a sliced white loaf for your breakfast; with the growth in popularity of different cultures' bread-based products, such as pitta bread, croissants and bagels, a toaster needs more functions so features such as adjustable browning, one-sided toasting and a defrost function are increasingly important.

With the more complex features now available, simple messages combined with staff training and strong displays help highlight the added advantages of investing in products that are a little more expensive.”

Nick Woods, owner, The Kitchen Shop, Weybridge

This section is kindly sponsored by

Kenwood has been proudly designing and manufacturing cutting-edge, stylish and efficient kitchen appliances since 1947.

As the expert in food preparation, we focus on ensuring that every Kenwood product enhances your enjoyment of cooking, producing consistently high quality results with the greatest of ease.

You will find the versatility of our products really inspires you, helps you to create more and gives you the confidence to prepare great food for all occasions. You will quickly discover new ideas, new dishes and new recipes to make every meal special.

Thanks to its timeless design, your Kenwood product will continue to grace your kitchen indefinitely. Kenwood appliances’ looks are as durable as their quality build, guaranteeing an astute investment that will continue to delight year after year.

The vast and versatile range includes models suitable for novice cooks and experienced chefs and is supported by recipe books and a free downloadable app full of useful information.

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Kettles & Toasters Inset: The best way to sell these eyecatching products is to display them in a lifestyle situation.

Below: A simple-to-use control panel is among one of the key features consumers are looking for in toasters.

Coming to the boil

Market overview

The latest GfK figures show volume sales for kettles remained flat in 2014, with units sold remaining at 8.1 million; however, the average selling price continues on a rising trend and was £21.57 in 2014. Growth can be seen in the higher-end price brackets as consumers increasingly look to buy higher-quality, more premium kettles than were typically bought during the past two or three years.

Meanwhile, the toaster market is following the same trend. Despite unit sales being flat the category saw an increase in average selling price to £23.47 in 2014, with the market value growing to £89 million.

Innovations Innovative products in all areas of the home are much sought after by consumers; such products attract attention in a crowded market and give justification for a purchase by offering perceived value for money.

Kettles and toasters are categories where innovation, style, design and functionality – achieved through lengthy market research and development – go hand in hand.

As an example of functionality, the Persona toaster from Kenwood includes a sandwich cage, an adjustable width slot (up to 60mm), a panini setting and a 'peek and view' option, which allows the user to view the toast without halting the toasting process.

Meanwhile, the Persona kettle has a variable temperature, ranging from 70-100°C (with 5°C

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incrementals for total control) and the temperature is interchangeable between celsius and fahrenheit.

By using innovations like these to make products functional and attractive and to add value, manufacturers and suppliers win business by simplifying the decision-making process for the customer.

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Kettles & Toasters

Merchandising tips ● Lifestyle displays are the best way to sell kettles and toasters.

Customers can't imagine how a boxed product will look out of the box, in an everyday context, but a creative display will free their imagination and make them aspire to a similar look in their kitchen. ● Add some relevant kitchen accessories - like tea towels, mugs and storage containers – to the display. These will add to the whole lifestyle context. ● Use colour. Kettles and toasters do sometimes feature splashes of colour but generally they tend to be quite monochrome. Throw some colour in by displaying them with brightly hued kitchen accessories – stainless steel looks great with lime green or a pop of orange. Keep up with homes and interiors magazines to see what colours are on trend.

Above: Features such as the variable temperature set premium kettles apart from cheaper products.

Left: The functionalities of the Kenwood kettle include LCD display and keep-warm function.

Proactive selling questions

Who buys kettles and toasters?

Practically every household buys these products so when you consider that the UK population is 64 million, you get an idea of how big a market there is for kettles and toasters across all demographics. Many are given as house-warming gifts or presents for Christmas, Mother’s Day or birthdays – and they feature on most wedding lists.

Trends Consumers are more conscious than ever of environmental issues and this applies to the equipment they purchase; products that are seen as likely to last are becoming increasingly popular. There is also a trend to repair, not replace, which could affect sales of lower-end products.

At the same time, style and appearance are perhaps still the most important things for customers. So if suppliers incorporate energy-saving devices and quality of manufacture, yet continue with their focus on aesthetics, they will be well placed to take the commercial edge.

Chrome and stainless steel are ever popular in appliances but there is also a significant market for coloured products to co-ordinate with consumers’ kitchens. Subtle colour on the handles or on the sides of a kettle or toaster, for example, really sets it apart and can offer an appealing point of difference. Makeover programmes and lifestyle magazines play a huge role in colour prediction.

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● What style is your kitchen and what look would you like to create – traditional or modern?

This allows the salesperson to talk about the different styles and materials of product available. ● How many people live in your household?

This question is especially pertinent for toasters as it will determine if a two-slice or four-slice product is the most appropriate. ● What is your budget?

This question opens up a discussion about how buying a cheap product could be a false economy if a more expensive product has a longer guarantee. ● Would you like this product to co-ordinate with other items or finishes in your kitchen?

Asking this makes the customer think about their existing kitchen products to ensure they buy the most appropriate item. It can also remind them that they also need a new saucepan, for example! ● Do you live in a hard water area?

The answer indicates the importance of descaling or having a water filter kettle.

Inset: Kenwood's stainless steel kettle is designed to be easy to handle, being of a manageable weight with a good balance and 'feel' and straightforward controls.

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Kettles & Toasters

Consumer FAQs

Q. How do I clean my toaster?

A. Unplug your toaster and let it cool down. Then slide out the crumb tray, empty it, wipe it down and then replace. The exterior of the toaster can be wiped down with a damp cloth to keep it clean.

Q. What is Peek & View?

A. This Kenwood feature allows you to raise and lower the toast to view it during the cycle without stopping the toaster.

Q. My kettle is noisy. What can I do?

A. Nothing, unfortunately! All kettles will make a noise, especially as they reach boiling point. Once your kettle has boiled the noise will abate. All kettles are designed to boil quickly, thus saving energy, so the noise won't last long.

Q. How do I descale my kettle?

A. To prolong the life of your new kettle, descaling should be carried regularly. The frequency required will depend on your water hardness and how often you use the kettle, but in general, aim to descale at least every few months.

There are very efficient descaling fluids available but if you don't want to use chemicals, try an old-fashioned method: boil up a half-and-half mixture of malt vinegar (or white wine vinegar) and water, leave it for a couple of hours then throw the vinegary water away and boil a kettle of fresh water to remove any aftertaste. Or squeeze a lemon or lime into a kettle of water (with slices of the actual fruit if you like) before boiling.

Glossary of toasters Crumb tray: The slide-out 'tray' underneath the main toaster, which prevents crumbs from falling onto the table or worktop.

Defrost function: The ability to toast from frozen or just defrost frozen bread.

Long-slot toaster: A toaster with two long slots, which will toast either four regular slices or longer items like baguettes.

Bun-warming rack: A removable rack that sits on top of the toaster and is used for heating items like croissants, buns and tea cakes.

Lift lever: The part of the toaster that pushes the toasted bread up so it can be removed.

Above: The Peek & View function from Kenwood allows the user to lift the toast without halting the toasting process.

Below: This Kenwood toaster has a premium, highly polished aluminium body and both leftand right-handed operation.

Glossary of kettles Cordless: A kettle that sits on a separate base that is connected to the power source. The kettle itself can be easily picked up and carried elsewhere for pouring and filling. Most modern kettles are cordless.

360º base: one that’s suitable for left- or righthanded use as the kettle can be replaced pointing in any direction.

Removable filter: A sieve-like filter that is fitted to the spout, preventing pieces of limescale being poured into the cup.

Water filter kettle: a kettle that includes a water filter to reduce limescale and remove chlorine as the water is poured into the kettle.

Descaling: the process of getting rid of limescale build up inside the kettle, which can affect its performance. Descaling can be done with a chemical limescale remover though many consumers clear their limescale in the natural, old-fashioned way, by boiling up water with vinegar or lemon juice. The process needs to be carried out more often in hard water areas, as hard water creates more limescale deposits.

Fast-boil kettle: A kettle that can boil a cup of water in 40 seconds, nearly twice as fast as some models on the market.

Element: The electrical component that sits at the bottom of the kettle and heats the water.

Concealed element: Where the element is situated underneath a separate 'floor', meaning it doesn’t come into contact with the water. Concealed elements tend to last longer. These are the norm now.

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Modern kettle features Contemporary kettles typically offer the following features: ● 1.7 litre; ● Faster, quieter boiling; ● Ease of use - easy to handle, a manageable weight, a good balance and 'feel' and straightforward controls; ● Ease of cleaning; ● Water filters to reduce scaling and improve taste.

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Kettles & Toasters The Kenwood range also offers features such as: ● A variable temperature (70 – 100°C); ● LCD display; ● 5°C increments for total control; ● Interchangeable between celsius and fahrenheit; ● Optional sound alert; ● Illuminated controls; ● Premium aluminium body with high polished design features; ● Left- and right-handed operation.

TSB Verdict Kettles and toasters are increasingly being seen not just as a kitchen necessity, but as a kitchen accessory too. Consumer demand is growing for models that are efficient and look great – and for products that are perceived as reliable, well-built and hence likely to last.

Retailers can encourage trade-up by displaying the products in lifestyle situations and by stressing new design and colour features.

Modern toaster features Today’s multifunctional toasters usually offer a defrost facility, bun warmer and the ability to warm up already toasted bread that has cooled.

Cleaning is an important aspect because most toasters are now left on display – so having an easy-to-empty crumb tray is important.

The new Kenwood range also offers features such as: ● Adjustable width long slot – up to 60mm thick; ● Dedicated function buttons: panini, bagel, croissant, toast; ● Peek & View – to lift toast at any time without cancelling; ● Illuminated controls; ● Premium aluminium body with high polished design features; ● Left- and right-handed operation.

Inset: Stainless steel remains a strong statement in the kitchen.

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Kitchen tools

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Retailer insight “Tools are a fundamental part of any kitchen so should be a fundamental part of any kitchen shop. We’ve always had the philosophy that good design and good products can improve your life. Because we design and manufacture as well as retail we know how important it is to use the right tools for each job and we select only the best kitchen tools for our shops. Beyond selecting the right tools to carry in the first place, there are two main ingredients to successfully retailing kitchen tools. One is properly displaying the tools in an orderly fashion that shows them at their best. Many kitchen shops make the mistake of cramming too many products together and overcomplicating displays. They end up cheapening the look of the shop, hiding their best products in the crowd. Staff training is the second essential ingredient. Knowledgeable sales staff who h ve confidence in the products they are selling is absolutely key.

Each tool will ideally have been used by the staff so th y can best advise customers on which tools would meet their specific needs. We’ve been stocking Zyliss tools for as long as I can remember and they do the job they are designed for superbly. The quality of materials, attention to ergonomics and overall design is always excellent.”

Corin Mellor, creative director, David Mellor Design, London and Sheffie

This section is kindly sponsored by

It all began in 1948 in Switzerland when Zyliss founder Karl Zysset created a garlic press that would become a worldwide success and set the blueprint for all Zyliss products.

Inspiration for new products is derived from not only understanding what our customers want, but also from anticipating changes in lifestyle trends. It is our Designed to Delight approach that has enabled us to create a great range of thoughtfully constructed and reliable kitchen tools and gadgets that we know makes food preparation more enjoyable for our customers.

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Kitchen Tools

Inset and belowt: The single-press lever operated salad spinner dries greens quickly, while a suspended interior basket keeps the salad out of the excess moisture when drying.

Tooled up Market overview This market is of interest to the masses, of all ages, rather than just the trained cook or food enthusiast. Utensils are required by most adults regardless of their interest (or ability) in cooking; there is a necessity for at least a can opener and peeler in every house.

The more adept cook is keen to have the right tool for every task and is therefore more interested in functionality than aesthetics. However, with the rise of cooking and baking in the UK, there is a growing market for trend-aware cooks who are more persuaded by how an item looks than by its performance.

Innovations The more novel or innovative a gadget is, the more attractive it can be. This is one product category where it’s arguably true to say that clever manufacturers can show consumers the solution for a problem they didn’t know they had.

Safety is a particular area where innovative product development can offer advantages. For example, Zyliss's Zick Zick chopper incorporates a stainless steel blade that rotates with every chop for smooth, even chopping even on hard foods, keeping fingers out of the way of the blades. The user simply presses the non-slip plunger several times; the plunger locks down for compact

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Left: The Zyliss oyster tool features an oyster holder with a silicone pocket and hand guard, which provides leverage, protects the hand during shucking and reduces the loss of oyster liquor. The knife, with its serrated steel blade and finger guard, sits securely in the built-in knife holder for safe and easy storage.

storage, and the wiper blades keep food in the path of the blades, ensuring continuous chopping.

Oyster shuckers are another innovative product, with modern versions created to meet growing demand for this delicacy. Shucking oysters can be

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Kitchen Tools tricky and requires some force: the consumer needs a sharp implement that can break the hinge open, a sharp edge to sever the abductor muscles and a long blade to reach deep into the oyster shell. A stable and safe mechanism is also needed for holding the oyster steady while this is being done.

Right: The cheese grater has fine and coarse drums that make it quick and easy to add grated cheese to a dish.

Trends Cooking at home and wanting to know exactly what is in meals has become more than just a fad; it’s a way of life. The downside is the amount of time it takes to prepare meals, and this is where kitchen tools come in, with most specifically designed to reduce the amount of time spent preparing food and to make that time pleasurable.

Consumers are always on the lookout for gadgets that make life in the kitchen faster and simpler and the end result more professional in appearance.

Manufacturers' inspiration for new products is drawn not only from understanding what customers want, but also from anticipating changes in lifestyle trends.

One key trend is the 'need for speed', with cooks attracted by products like the Zyliss rotary cheese graters, which can be used to grate soft or hard cheese, chocolate or nuts quickly for any type of dish or occasion, both in the kitchen and at the table.

The Zyliss Easy Pull is another tool that dramatically reduces food preparation time by chopping, mixing and blending food at the pull of a cord, without the need for electric equipment.

Above: The 4-in-1 Wine Tool is a great Any kitchen tool or gadget must be easy to clean, use and store if it is to survive in example of a kitchen tool that could modern day kitchens, and many modern gadgets conform to this requirement. Another also make an appealing gift. trend is for kitchen products as gifts, with manufacturers increasingly making product design and packaging more attractive. This makes kitchen tools an appealing choice for gifting. Good examples of this are the Zyliss Grate ‘n’ Shake, a nifty little gadget that can be used to grate cheese, chocolate and nuts at the table; and the 4-in-1 Wine Tool, which consists of a foil cutter, cork remover, two rubber bottle stoppers and a vacuum pump to keep wine fresh.

Above: Consumers' desire for simplicity makes items like the Easy Pull Food Processor very appealing; it's effortless and fast to prepare anything from smoothies and ice cream to salsa or a herb crust.

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Kitchen Tools

Consumer FAQs Q. Do you have anything that makes it easier to chop onions?

A. Yes, there are a variety of tools available, from the Zyliss Easy Pull food processor to the Zick Zick range of choppers.

Q. Can you give me some ideas for an affordable but useful and fun gift for a keen cook?

A. We've got a variety of kitchen tools, from the everyday to more unusual. They're great for gifts that are a bit 'different' but don't cost too much.

Q. Is there an easy way to crush garlic?

A. Yes, garlic presses such as the Susi 3 by Zyliss do not require you to peel the garlic clove; simply put the garlic with its skin on, into the hopper and crush it – the skin will be left behind in the hopper and can easily be removed with the integrated cleaning tool.

Inset: There's no need to remove the garlic skin with this press, which has an integrated cleaning tool for fast effective cleaning.

Left: The Easy Pull Food Processor chops ingredients from coarse to fine with a simple pull of the easy grip handle. It allows the user to prepare fresh food quickly, without hassle or lots of washing up. This versatile product is suitable for chopping, preparing, blending, pureeing and more. The patented blade system includes two independently operating blades that cut through even frozen fruits for smoothies.

Merchandising tips ● It's important to display this kind of product well to help make the customer understand the use of the product and to drive sales. ● Use manufacturers' strut cards and fixtures to display the product to best advantage, getting ideas from suppliers' demonstrations, videos and POS material. ● If the manufacturer has a video, why not play it in store to add interest to the gadgets area and encourage shoppers to stop and watch? This will also help customers understand how best to use the product. ● Consider showing tools as part of lifestyle displays featuring other product categories. They can add a spot of added interest to displays of cookware and kitchen textiles, for example.

Right: The non-slip grip adjustable lid on the burger press has a textured pull out tray to serve burgers straight onto the grill.

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Kitchen Tools

Proactive selling questions ● What do you need a tool for? ● Do you want a quick and simple solution for tasks like chopping and slicing? ● How often will you need the tool? ● What type of dish are you making?

TSB Verdict

Top left: The Zick Zick chopper, which comes in two sizes, prepares a variety of vegetables, nuts, chocolates and cheese. Its winged dishwasher-safe body opens up for easy cleaning. A detachable cup holds the chopped foods, and there's a removable base so the tool can be used on a chopping board.

Top right: The meat tenderiser helps to break down the sinews of cheaper cuts of meat as well as enhancing the effect of marinades.

Inset: The hand-held slicer is the perfect tool for slicing food quickly.

The ergonomic handle and non-slip base gives complete control over slicing. There are three thickness options and an option to julienne raw foods. The food holder protects the hands and makes slicing quick and safe.

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Displays of tools and gadgets can be a colourful and appealing way of attracting the shopper’s attention.

They’re affordable and useful, as well as often being fun and quirky, and they can enable sales to be made as add-ons to sales of other kitchen items.

The potential of tools and gadgets as a gift purchase has yet to be fully realised, so this could be another worthwhile area for retailers to explore.

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Prepare for the

Sizzl

ing

B BQ ES

SENTI AL

S

Nothing spells summer quite like a barbeque With the Zyliss range of tools the outdoor cook can relish in creating a variety of tasty dishes ready to enjoy as the weather gets warmer.

From a no mess burger press for the ultimate burger, to a hand held slicer for perfect onion rings and of course, comfort grip interlocking corn holders to serve golden, buttery corn on the cob, prepare for a sizzling summer with Zyliss.

Contact your local ASM today for our latest offers and instore support materials Email: Sales.Orders@DKBrands.co.uk Tel 01252 522 322

Mills

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Retailer insight “Mills are a crucial part of the cookshop offering; they're a must-have tool, up there with the can opener and garlic press. They're both an everyday purchase and, at Christmas-time, are elevated to gifts. Customers expect to find a certain level of quality in our shop, so we stock only two brands that we trust, with a total of about 20 different styles, ranging from real wood to acrylic. I think customers can benefit from some kind of advice about most products and we have used most of the things in the shop so we can talk about them from personal experience. In particular, we often see people hesitating around the mill stand so the big thing is to be able to talk confidently about the various products, and give advice on the best mill for them. We're big fans of the T&G CrushGrind mills. They are very reliable, easy to fill and are easily adjusted from a coarse grind with good chunky pieces, to a very fine grind.”

Rod Abel, partner, The Cookware Company, Carlisle

This section is kindly sponsored by

T&G celebrates 40 years in the housewares industry this year and is one of Europe’s leading suppliers of everyday kitchen essentials. Whatever you buy, you can trust that it represents value in every sense. This means thoughtfully designed, responsibly produced, exceptional quality products made to withstand the demands of real life.

T&G was formed by two partners in 1975; with one of the partners still managing director today, it is very much a family-run business.

T&G’s core business is to design and produce kitchenware products for the home, export, retail and catering markets. T&G has become market leader with its award-winning CrushGrind® mills and its wide choice of mills in the Traditional range with all T&G Traditional mechanisms changing to ceramic in 2015.

T&G has built its reputation on quality: quality of product, quality of service and value for money. By and large you get what you pay for and this is absolutely the case with T&G; the very best in design, function and quality.

For further information on T&G’s full range visit www.tg-woodware.com

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Mills

Mill-house

Inset: It is more important than ever for retailers to stock stylish, functional mills in a range of designs.

Market overview

With the popularity of home baking and 'dining-in' still being driven by popular TV shows and YouTube channels, the demand for exciting, functional kitchen products continues to grow.

Products need to do more than just save time in the kitchen: they need to create a new experience that fits in with consumers' cooking tastes and lifestyles. Celebrity chef Delia Smith is smitten by her T&G CrushGrind mills, saying she “really loves” using them in her own kitchen.

With consumers demanding such items to help them create their own masterpieces, the demand for salt and pepper mills and spice mills has grown dramatically. These items enhance cooking and make the trend for healthier cuisine more tasty.

Design, fashion and style are more important than ever; consumers are keen to demonstrate their culinary skills and men in particular are happy to show off their latest gadgets. New gadgets aren’t hidden away, they become a talking-point centrepiece. For salt and pepper mills this is perfect as these items are not just used in the kitchen but also take pride of place on the dining table. Therefore style and colour is important in mills, but even more important is good quality and function.

The trend for food from around the world has also inspired consumers to be more adventurous in using freshly ground herbs and spices in everyday cooking.

Value for money still remains a key driver; consumers are smart and express a desire for products that have longevity. This makes lifetime guarantees an important selling point in mills, as in other kitchen products.

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Mills

Trends

Left: Good designs in stainless steel mills are very popular.

Below: Mills made of FSCaccredited wood appeal to environmentally friendly consumers. T&G has a selection of mills that are FSC certified.

Innovations Mills come in many shapes and sizes, designs and colours. There are mills that contain spindles and those that don't; 'easy fill' mills; combination mills containing salt and pepper; electronic mills; and of course novelty and upside down mills.

The biggest innovation for salt and pepper mills has been the mechanism technology.

Most kitchens probably contain a mill that noone uses anymore because the grinding mechanism doesn't work properly! It's for this reason that ceramic grinders have become so popular; they are harder and longer-lasting than the traditional steel mechanisms.

For example, T&G's CrushGrind ceramic mechanism, which was launched in 1998, setting new standards in mill technology and design by allowing the user to effortlessly grind not only salt and pepper but also, using the Left: CrushGrind Optic mills won the Kitchen and Dining category in the 2015 Gift of the Year awards run by the Giftware Association.

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With the change in the economic climate consumers have learned a lesson and desire practical products at the right price. The enjoyment of food and entertaining has increased as a result – consumers are loving the simple pleasures in life! Therefore they have been looking for cheaper and more interesting ways to enjoy food. An estimated 50%+ of consumers are open to eating foods from all over the world; these cooks are curious and are open to new ideas.

The trend for locally produced, healthier, artisan products and a transparent approach to food preparation mean that consumers are keen to mix their own blends and try them out on friends – just look at the way chefs have opened up their kitchens for customers to watch them prepare food and at the popularity of food-related TV programmes.

Consumers are increasingly aware of what they eat and want something authentic and seasonal, so preparing fresh, healthy food is increasingly important.

Celebrity chefs and popular TV cooking shows have exposed consumers to more epicurean cuisine – creating an “I want some of that too” demand.

A case in point is spice mills, particularly those with ceramic mechanisms; TV chef Mal Harradine says CrushGrind ceramic mills are “fabulous not only for grinding salt and pepper but also for grinding dried herbs and spices, extracting the natural oils and flavours".

They can also be used to blend dried herbs and spices to create personal favourites.

Food presentation is now very important and seasoning that finished dish is essential; the plate is not considered to be finished until it has been seasoned.

Websites and TV shows now offer consumers thousands of recipes to try at home, thereby creating more exciting and diverse meals. Experimental cooking at home is on the rise, and cooking has evolved from chore to passion, but traditional tastes still remain popular.

A further trend is concern about the environmental impact of one's purchasing habits, and this has led to growing interest in products that reduce impact in some way, such as mills made from wood certified by the FSC.

same grinder, whole dried herbs and spices.

The CrushGrind mechanism achieves a finer grind than conventional metal mechanisms and has more than 12 settings from coarse to fine.

Furthermore, because this type of ceramic is an extremely hard material it guarantees excellent ongoing performance for many years.

Simplicity is important; ease of use and ease of cleaning are key to the consumer. The ceramic mechanism is non-corrosive and non-porous and, unlike metal, it will not oxidise food but will enhance its flavour.

Who buys mills?

Everyone, is the short answer! There can't be many kitchens that don't contain at least one mill. Naturally, the most ardent users are those people who like cooking from scratch and enjoy the fresh, aromatic flavours that freshly ground salt and pepper exudes.

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Mills

Getting the most out of mills The adjustable spring-loaded mechanisms in quality mills mean that the cook can choose pepper grounds that are fine or coarse, as required for a particular dish. Delicate savoury dishes suit a fine grind while more robust dishes like steaks or pasta deserve a full and intense flavour, with the mechanism Top: A good mill display will deliver one of the highest sales slicing through the corns to per square foot in the housewares industry. release the flavour and warmth Below: Exciting and creative displays will increase sales. of the pepper.

The mill should be turned upside down and shaken after use, or after adjusting the mechanism. This removes the previous grounds and ensures the pepper or salt is always fresh.

Seasoning should be added in small quantities to avoid overloading the dish with salt or pepper; too much can spoil the flavour of the dish.

Store salt and pepper in a cool dry place and avoid using the mill over steam.

Different types of salt and pepper can be mixed together in a mill to create unusual new flavours.

Consumer FAQs

Merchandising tips Mills are not generally a planned purchase so they should be merchandised creatively to attract the impulse purchasers who are so important in this category.

But it's surprising how many mill displays are uninspiring and cluttered. Many shops also miss the valuable opportunity to cross-sell other items that arises by displaying mills close to other related products.

The best displays recognise that consumers are interested in mills because they're interested in food and cooking in the broader sense; clever retailers build on this interest and make it easy for the consumer to try, buy and navigate their way to other product categories.

Here are some ideas worth trying:

Q. Can I adjust the grind of my salt and pepper mill?

A. Yes; it's easy to adjust the coarseness of salt and pepper. Let me show you how it's done with this particular model.

Proactive selling questions ● What materials and colours do you like best? ● Do you prefer a contemporary or more traditional style? ● Can I show you the difference between steel and ceramic mechanisms? ● Would you like to have a go with this mill? ● Have you heard of white alumina ceramic? It’s one of the hardest materials known so is great for making longlasting grinders. ● Did you know why salt is so useful? Adding salt to water raises the temperature at which it boils. Salt helps to reduce bitterness and acidity, and brings out other flavours in the food. Boiling eggs in salted water makes them easier to peel. And adding a little salt balances the flavour of sweet items like biscuits and cakes. ● Did you know you could adjust the mechanism to make grounds coarse or fine for different dishes?

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Left: Pestles and mortars are a good fit in store with mills.

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● Display mills alongside other kitchen and home products, to create a lifestyle scene; ● When carrying out cookery demos, create interaction by asking customers to try the mills and play with them; ● Have trial/display models (alongside boxed product), so customers can try out the product. This creates a lovely aroma in store and makes the purchase more interactive; ● Locate the category alongside cooking utensils and giftable food items; ● Introduce food products, cookery books and recipe cards to the fixture; ● Use different types of salt and pepper and herbs in the display mills to add colour, aroma and texture to a display; ● Use point-of-sale material to explain the features of the mill; ● Choose a brand with attractive packaging that gives the mills appeal as gift items. The 'giftability' of mills can also be communicated by showing them in displays as part of a seasonal theme; ● Place directly related items, such as salt and pepper refills, dried herbs, spice racks, spice jars, spice mills, pestles and mortars and mill rests, near the mills to create a 'story'.

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Mills shaft and the screw knob, which can Q. Can I use any salt in my mill? 'weld' the two parts together.

A. No, use only dried coarse Q. Can I use red pepper in my mill? sea salt in your mill. There are A. Only if it’s mixed with white, green other wet unrefined salts on the and black peppercorns. market, however these can clog Otherwise, its moistness up your mechanism. (red pepper is not real Q. Why does salt and pepper pepper but actually a seed) come out of the bottom of my can clog up the grinder. mills after grinding?

Q. Can I grind herbs in A. Fine particles of salt or my mill? pepper are produced during the A. Yes, some ceramic grinding process. These fall to grinders are great for the bottom of the mill and come grinding dried herbs and out as a fine 'dust'. Shaking your mills after grinding spices. These tend to quickly lose will remove excess grounds. Mills aroma and flavour once they are can be stored on a mill rest, a ground, because the essential oils handy accessory that catches all evaporate. Buying coarsely ground the dust. Alternatively choose an dried seasonings and milling them upside down mill, which has its when required releases the essential mechanism at the top. oils, making the seasonings smell and Q. Why don’t salt mills have a taste as good as fresh-picked ones. steel grinding mechanism?

Q. Where should I store my mills?

A. Simply because the salt will A. Always store mills in a dry corrode the metal and turn it atmosphere; never let the mills or the rusty. Only pepper grinders are contents come into contact with made of steel. water or steam.

Q. Are ceramic mechanisms corrosive?

A. No; unlike metal, ceramic does not rust or corrode, which makes it easy to clean.

Top: Attractive Q. Can I wash my mill? packaging helps encourage purchases of A. The mechanism can be removed from mills as gifts. some quality mills, making it easy to clean. Above: A mill rest prevents the fine But never immerse any mill in water or put grounds from making the worktop dusty. in a dishwasher. If the body of the mill needs kitchen Right: Spice mills are cleaning, wipe with a damp cloth and polish great for grinding herbs and spices to enhance the flavours and aromas. dry.

Q. Does my mill have a guarantee?

A. It depends on the brand and manufacturer. Some actually offer a lifetime TSB Verdict guarantee so it's well worth investing in those.

Self-purchase impulse buy, affordable gift item... mills Q. What maintenance is required on salt and come into both these categories so are well worth pepper mills? stocking in some depth. Because they tend to be bought on impulse a range of designs and colours will help grab A. By occasionally putting a the consumer's passing eye, while a selection of small amount of cooking attractively packaged products will give the shopper oil between your finger ideas for gifts.

Mills have particular appeal to consumers who want to and thumb and entertain at home or cook from scratch, so they fit well rubbing it around the with the trends for healthy eating and keeping costs threaded part of the down. There's loads you can do with merchandising to create gorgeous displays, not just with the mills mill shaft, you will themselves but also with associated add-on items like prevent any corrosion pepper refills, spice jars and mill rests. caused by salt between the

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Multi-ply cookware

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Retailer insight “Stainless steel multi-ply cookware delivers outstanding cooking performance and delicious results and the John Lewis cookshop wouldn’t be complete without it. Multi-ply combines the stylish good looks and durability of single-ply stainless steel with a high-technology, three-layer construction for superior performance that is appreciated by our customers who are looking to invest in premium quality cookware.

For less experienced customers, it is important to explain the many benefits of multi-layer cookware versus traditional single-ply stainless steel, including the excellent 'base to rim' heat spread and retention for quicker and more even cooking, which encourages them to trade up. And a lengthy guarantee period reassures them that they are making a worthy investment. The Le Creuset 3-ply Stainless Steel range continues to thrive and is important in our multi-ply offer.”

Nicola Hattersley, cookshop buyer, John Lewis

This section is kindly sponsored by

Iconic cookware brand Le Creuset is recognised the world over for its market-leading, premium quality cookware ranges of Enamelled Cast Iron, 3-ply Stainless Steel, Toughened Non-Stick and Bakeware.

Established in 1925, innovation remains at the forefront of Le Creuset’s success with 2015 seeing the introduction of the new Signature Cast Iron Casseroles range, the beautiful Bloom colour collection as well and new shapes in the 3-ply Stainless Steel, Toughened Non-Stick and Bakeware ranges.

Le Creuset looks forward to welcoming Exclusively Housewares visitors to Stand 213. For further information on the full product range, please visit our website at www.lecreuset.co.uk

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Multi-ply cookware

Multiple attractions Inset: Le Creuset's 3-ply Stainless Steel 24cm deep casserole, seen here cooking a lamb bhuna, is perfect for hob and oven cooking.

Market overview Research provided by GfK shows that the premium sector of the cookware market (pans costing more than £40) grew by 4.7% in value and by 3.5% in volume during 2013. Consumers appear to be investing more in premium products, demonstrating a desire to buy wisely and purchase quality cookware that will last and will deliver great cooking results. The premium stainless steel sector grew even more in the same period, by 36.1% (volume) and 32.8% (value), confirming the material’s continued appeal.

Innovations There have been great advances in non-stick coatings in recent years, with manufacturers able to offer tougher and longer-lasting coatings on their pans. Le Creuset has developed, through extensive R&D, its ultimate non-stick coating, which is applied to selected pans in the 3-ply Stainless Steel range. The entire range, both coated and uncoated, is covered by a lifetime guarantee, providing consumers total reassurance

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before and after purchase. The guarantee also covers the non-stick coating, which is not always the case with other brands.

When it comes to production, industry guidelines stipulated that the manufacturing process of nonstick cookware must be PFOA-free by 2015. The Le Creuset ultimate non-stick coating already adhered to those guidelines, the brand having committed to the new standard in 2011, four years ahead of the deadline.

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Multi-ply cookware

About multi-ply cookware Multi-ply cookware is made using a clever multi-layering system that combines a core of aluminium with two layers of premium-quality 3-layers for efficient, better performing cookware stainless steel. It offers excellent heat conductivity, distribution and .......................................................................................... retention, combined with sleek good looks and durability, to produce Mirror polished stainless steel interior - hygienic and durable delicious cooking results and a highly efficient performance.

Le Creuset was the first brand to bring multi-ply technology to the ..........................................................................

Aluminium core spreads heat UK market more than 10 years ago and it remains the market leader evenly and efficiently - from base to rim and the provider of one of the most innovative technologies in the .............................................................. cookware market.

Magnetic stainless steel exterior for use on ALL hobs Although durable, stainless steel on its own is a poor conductor of - including Induction heat and this can result in uneven heat absorption leading to hotspots, which means food can burn in some areas while being undercooked in others.

Aluminium, however, is an excellent heat conductor so the combination of the two materials (a core of aluminium sandwiched between two layers Above: Aluminium is bonded between of stainless steel), offers a superior cooking performance. The 'base to rim' multitwo layers of premium-quality stainless steel. The aluminium core spreads and layering ensures outstanding heat absorption, spread and retention throughout the retains heat evenly, while the stainless entire pan – not just through the base. The professional weight of the pans is reassuring steel provides a durable cooking surface yet they are still easy to manage and use on a daily basis. and induction compatibility.

Multi-ply pans are also very versatile and often come with a choice of either uncoated or non-stick coated interiors, which makes them suited to all key cooking styles and occasions. Many are suitable for use on all hob types, including induction. They can also be used in the oven and under the grill but it’s advisable to check with the individual supplier regarding their usage instructions as these can vary, particularly concerning induction hob compatibility.

Manufacturers such as Le Creuset offer an extensive multi-ply range, suitable for all hobs – including induction – and catering for every key cooking function.

Guarantee periods vary between brands and between pans (for example, uncoated versus non-stick coated pans). With consumers keen to move away from the ‘throwaway’ culture, the guarantee period is a major influence to purchase, with a lifetime guarantee being the ultimate.

Trends

Energy efficiency

Mobile internet access through tablets, smartphones and smart TVs means consumers have access to information 24 hours a day, seven days a week, no matter where they are, which gives them plenty of ideas, inspiration and opportunities to research before purchase.

When selling to such a well-informed consumer, however, it is still important to explain the high-tech innovation behind multi-ply technology, including the main functional differences between basic single-ply stainless steel and multi-layer cookware, so they understand the reason behind the price differential and performance.

Continued innovation and new product development will see multi-ply remain a popular choice for its versatility, excellent results and sleek good looks, which appeal to both men and women alike.

High fuel costs and concern for the environment have led consumers to re-think their cooking methods and multi-ply products are ideal for anyone wanting to reduce their fuel consumption. For example, one-ring cooking with a multi-ply casserole pot used in conjunction with a steamer can save on fuel, and with multi-ply the cook only ever needs to use low to medium heat, which also saves energy. Induction hobs are faster and more eco-friendly than traditional ceramic or gas hobs, resulting in further energy efficiencies.

In addition to high performance and energy efficiency, multi-ply pans that have a lifetime guarantee will appeal to consumers’ increasing environmental conscience.

Inset: The Le Creuset ultimate non-stick coating, coupled with a unique technical innovation that prevents corrosion of the aluminium core of the pan, ensures superior adhesion and abrasion resistance worthy of the lifetime guarantee positioning.

Merchandising tips ● Multi-ply products are often an investment purchase, so it is important to create the right store environment to highlight their many advantages and premium positioning. ● Stocking a comprehensive range of shapes and sizes makes a strong statement and offers the consumer a wider choice, leading to repeat purchase/collection. ● A consumer with limited experience of buying cookware is unlikely to know the key differences between multi-ply and single layer stainless steel cookware as both can look similar at first glance. Education and information are key to explaining the additional features and benefits of multi-ply technology and are vital to help make a sale.

Left: The new Our Cook’s Special 14cm saucepan from Le Creuset.

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Multi-ply cookware ● Take advantage of supplier POS material. Show the consumer an illustration of the pans’ multi-layer construction, at the same time communicating the benefits over standard stainless steel products. Where available, use supplier recipe cards to engage and inspire the consumer.

Make sure POS material is clearly visible on display. ● In-store demonstrations are the ideal way to show consumers the superior performance of multi-ply and let them see for themselves how it differs from basic stainless steel cookware. Demos create in-store theatre and help drive conversion. ● Highlight new products by displaying them prominently with eye-catching POS, where available. Le Creuset has recently extended its range with the introduction of a 14cm saucepan under the 'Our Cook’s Special' campaign, an ideal first-time purchase or addition to an existing collection.

Multi-ply technology and induction hobs Not all cookware is suitable for use on induction hobs – to be compatible it must contain a ferrous (iron-based) metal in the base. A high-frequency electro-magnetic field in the hob penetrates the ferrous metal and sets up a 'circulating current', which in turn generates the heat. Heat is generated in the base of the pan, not in the hob itself, so it is extremely safe to use as only the pan and food get hot, while the hob surface remains cool. When the pan is removed from the hob the circuit is broken and the heat generation stops immediately.

Multi-ply induction-compatible pans contain metals that are good conductors of heat. Coupled with the efficiency of the induction hob itself, this means they deliver fast, even, fuel-efficient cooking results.

It is important to match the base diameter, not the top diameter, of the pan with the closest size of cooking zone. Too small a pan on too large a zone may affect efficiency; it could even mean the pan is not 'recognised' by the hob because there is not enough magnetic material in contact with the magnetic coil under the glass so no magnetic field is created and therefore no heat is generated.

Consumer FAQs Q. What’s the difference between multi-ply and single-ply stainless steel?

A. Standard, single-layer stainless steel pans do not distribute heat as evenly and this can lead to hot-spots, meaning that food could burn. Also they do not retain heat efficiently. Sometimes they also have a separate ‘sandwich’ or ‘encapsulated’ base added to the bottom of the pan to add weight and try to stop distortion. This can become a dirt trap and in extreme cases, if overheated, can detach from the pan. A sandwich or encapsulated base does not help to transfer heat up the side walls of the pan, so this style of cookware is not very heat efficient.

Multi-ply products, on the other hand, have an aluminium core sandwiched between two layers of premium-quality stainless steel; this construction absorbs, spreads and retains heat efficiently from base to rim without the need for a separate base.

Q. What is the best temperature for cooking with multi-ply?

A. Only low to medium heat settings are needed for most cooking, including frying and searing.

Using the appropriate setting is particularly important when using an induction hob, which provides instant heat and is very powerful. It is easy to overheat a pan and doing this should be avoided as it could permanently damage the pan as well as being a waste of energy.

Q. Will food stick on uncoated pans?

A. When used correctly on low to medium heat, uncoated multi-ply cookware provides excellent heat distribution that is gentle, even and avoids hot-spots, meaning that food does not stick.

Inset: The heat conductivity of the 3-ply Stainless Steel pans’ three layers, coupled with the highperformance of the induction system, ensures quick, fuel-efficient cooking on induction hobs.

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Multi-ply cookware

Care and maintenance ● Match the pan base size, not top diameter size, to the closest size of heating zone. ● Never heat an empty pan; this can lead to permanent damage. ● When cooking, do not overheat. If multi-ply pans are overheated they may change colour, producing a goldenbrown or blue appearance. However, this discolouration does not reduce the pan’s cooking performance. ● Do not store raw, marinating or cooked foods in the pan as any acidic ingredients can damage the surface. ● If cooking with salt, don’t put it directly into an empty pan as it may corrode the surface. Always add to boiling liquid, ensuring it dissolves fully. ● To protect the surface of the pans use silicone, heatresistant plastic or wooden utensils. ● Non-stick multi-ply pans benefit from the surface being conditioned before first use. Refer to suppliers’ care and use information for full details. ● Although many multi-ply products are dishwasher safe, as for all premium cookware washing by hand is recommended. ● Non-stick pans should always be re-conditioned after being cleaned in the dishwasher to maintain the best release performance. ● A specialist stainless steel cleaner can be used to remove hard water limescale and other marks. It can also be used to condition, polish and protect the inner and outer surfaces (do not use on non-stick surfaces). Lemon juice or malt vinegar, applied with a soft cloth, can bring back the shine to a dull pan interior. ● Always use a dry oven glove or cloth when lifting a hot pan.

Who buys multi-ply cookware?

Multi-ply cookware appeals to consumers who value innovation, exceptional cooking performance and stylish design. And as the rise of the induction hob continues, more consumers are looking for compatible cookware. Faster cooking time will appeal to those who are time poor and the energy-saving qualities of multiply are attractive to anyone wanting to reduce their energy bills and with a concern for the environment.

TSB Verdict Multi-ply cookware combines style, design and good looks with exceptional cooking performance while the benefits of combining multi-ply cookware with an induction hob include using less energy but faster cooking.

As the technology is still relatively new and, at first glance, the pans can be similar in appearance to singleply stainless steel, education is essential to raise awareness and to show consumers how multi-ply cookware can enhance their cooking and help deliver delicious results.

Right: The versatile shape of this shallow casserole makes it ideal for savoury and sweet recipes. The multiply construction ensures gentle, even cooking and keeps food hot at the table.

Inset: The 35cm roaster does much more than just roast meat. It’s perfect for baking, poaching or bain-marie cooking too and can be used on the hob to make gravy after roasting.

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Stainless steel cookware

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Retailer insight “Cookware comes in a wide variety of styles, shapes and capacities and a huge portion of our shop is given over to it. The key is to help the consumer narrow down their options by finding out what they want to get out of their cookware: should it be stainless steel or in a colour to match their kitchen; should it be non-stick or not; should it be able to go in the oven; what hob do they have; what capacity do they need? Shop staff need to be able to explain the pros and cons of each option. Stainless steel cookware, for example, is a practical material that doesn't go in and out of fashion; it suits every kitchen and is easy to maintain.

Products start from entry-point sets and 'try me' pans, with customers often coming back to make additional purchases, which is where we cookshops tend to make our money, of course!

People generally know that if they buy from a supermarket they get something that won't last, but if they make an informed choice from a specialist cookshop they'll be buying something they might never need to replace. Cookware is a product that people want to touch and hold in their hands, and cutaway pans, provided by suppliers like Stellar, are a good sales tool and a way of explaining how quality cookware is built and how it functions.”

David Conduit, buyer, Harts of Stur, Sturminster Newton, Dorset

This section is kindly sponsored by

Established in 1896, Horwood has two well-known quality brands, Stellar and Judge. The names are synonymous with high quality cookware, but over the past decade Horwood has broadened its market expertise to become a major player in the cutlery, kitchen knives, and bakeware categories, offering a 'one-stop shop' for the independent cookshop. Currently there are 20 different cookware ranges, offering more than 500 products. Stellar is proud to be celebrating its 30th anniversary; its first stainless steel range of cookware was designed, manufactured and sold in 1984. To this day it is still made in the original Portuguese factory from high-grade European stainless steel.

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Stainless Steel Cookware

Steeling

the show

Inset: The return of a traditional classic with the stove-top kettle.

Market overview

The UK market for cookware increased in value between 2004 and 2009 to ÂŁ476 million.

Stainless steel is the number one material choice with consumers, accounting for around 33% of the cookware market and growing by 4% each year.

The market is being driven by the activity of, and interest in, celebrity chefs, a revival in cooking 'from scratch' as a leisure activity (particularly at weekends) and for health, and a return to eating in as eating out becomes more expensive. According to TGI, more than half of adults prefer to prepare meals from scratch, although pressure on time often prevents them from doing so during the week.

There is a focus on value for money, as the typical consumer keeps their cookware for between six and eight years before buying new items. Consumers look for the best deal for their budget and there is recognition that 'you get what you pay for' in terms of quality. Some 37% tend to buy better quality items that will last longer, with only 5% saying they buy cheap/low priced cookware, according to TGI. PROGRESSIVE HOUSEWARES

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Stainless Steel Cookware Below: Because stainless steel is so hard wearing, any kind of utensil can be used with it – even ones made of metal.

Above: The rim of a quality pan should enable easy and precise pouring without dripping. The Stellar Tate draining saucepan offers that precision.

Innovation The various methods of cooking - such as grilling, frying, boiling and poaching - require different technologies. Boiling water requires heat from the base of the pan and not from the sides, whereas pans that have heat distributed evenly up the sides and base are preferable for frying or making sauces. Therefore one technology is not always suitable for all types of cooking. As a result there are many evolving base/material composite technologies on the market today.

Below: Pans that have heat distributed evenly up the sides and base are preferable for frying.

Trends Consumers are willing to 'trade up' to good-quality stainless steel products that are backed with a long-lasting manufacturer guarantee. The initial outlay may be higher but this type of purchase can be seen as an investment as stainless steel is very hard wearing and, when used properly, can last a lifetime.

With the growing use of induction hobs many consumers want to 'future proof” their choice of cookware.

Quality stainless steel is a great choice as it is suitable for all hob types.

Energy efficiency and perceived value for money are high on the consumer agenda, so stainless steel cookware that requires less energy during cooking and that can cut cooking time will have increased appeal.

Inset: The steamer fits snugly on top of a pan, saving cooks both time and money by enabling them to boil potatoes and steam veg at the same time.

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Merchandising tips ● Always have the key pieces of any cookware range out of the box and on display; cookware is a tangible product and must be handled. ● Ensure you have plenty of focused light directed onto the open display, because stainless steel really catches the eye when it sparkles. ● Display range pieces together; consumers like to know that they can add to their matching range. ● Always display a stainless steel cleaner with your stainless cookware; it is an easy incremental sale. ● Ensure that fully boxed products are clearly stacked so that customers can easily see the description and selling points. ● Make the most of point of sale material like display units – saucepans look much better displayed than stacked. Display towers like those supplied by Horwood for its Stellar and Judge brands take up only a small footprint. ● Take advantage of suppliers’ training and instore demonstrations.

Above: Stainless steel is the number one material choice with consumers, accounting for around 33% of the cookware market.

Proactive selling questions ● What kind of cookware do you use at present; are you happy with it? ● What kind of hob do you cook on? Induction, gas, ceramic, halogen? ● What type of cooking do you do most? ● Can I tell you about the performance benefits of stainless steel cookware and show you the special features on this range? ● Did you know that top-quality 18/10 stainless steel is hygienic, doesn’t absorb flavour, is scratch-proof, will out last any other cookware finish and is easy to clean?

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Inset: Quality stainless steel is a great choice for 'future proofing” a cookware purchase as it is suitable for all hob types including induction.

Pictured is the Stellar threepiece steamer set.

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Stainless Steel Cookware

Glossary

Inset: The design of the Stellar draining casserole makes it easy to pour cooking water off.

Stainless steel: Steel that has resistance to corrosion or

Below: Contemporary pans can be used for traditional styles of cooking, as can be seen with this maslin pan.

Consumer FAQs

Q. What are the practical benefits of stainless steel cookware?

A. It’s hard-wearing, hygienic and very durable.

Q. Is stainless steel cookware easy to clean?

A. Yes. It requires minimum cleaning and most can go straight into the dishwasher. Good quality stainless steel can look as good as new even after 10 years of use, if cleaned with a stainless steel cleaner.

Q. How do I recognise good cookware?

A. The cookware must feel robust. Feel the weight and thickness of the lid; this is a good indicator of the quality of the pan. Also look at the colour of the steel; the higher quality (European grade) pans have a whiteness to them while lesser quality pans have a yellow tinge.

The handles should be comfortable to hold, guaranteeing safe handling, and should stay cool during cooking. The rim should provide easy and precise pouring without dripping.

The bottom of the pan should have a thermic base, to improve the heat distribution across the base of the pan; ensure this is at least 4mm deep.

Q. Will food stick to it?

A. It can do if heat is applied inappropriately, but it’s very easy to clean once cool. Some pans have a non-stick coating in them, such as the Stellar 7000 non-stick range.

Above: Contemporary pans can be used for traditional styles of cooking, as can be seen with this maslin pan.

oxidation. Stainless steels are iron alloys with a minimum of 10.5% chromium and other ingredients like nickel that enhance their strength. This metal tends to be 'stain less' rather than 'stain free' - but being easy to clean it’s used widely in the housewares industry.

18/10: This is the highest grade, most 'stainless' (and thus most expensive) of the stainless steel family used in the housewares industry (as featured on all Stellar and Judge cookware).

The numbers refer to the chrome content (18%) and the nickel content (10%).

Other combinations available include:

18/8 = 18% chrome and 8% nickel - higher cost.

18/0 = 18% chrome but no nickel - medium cost.

13/0 = 13% chrome but no nickel - lowest cost.

Q. What utensils can I use?

A. Any, including metal, as stainless steel is hard wearing and very durable.

Q. Can stainless steel be used on all types of hobs?

A. Most ranges made in the past 10 years can. You will need to check with individual manufacturers.

Q. Why should I purchase more expensive cookware?

A. Good-quality cookware will last a lifetime and should be seen as an investment as it represents good value in the long term. Consider how much you would spend on a meal out for two compared with a good quality saucepan that would last a lifetime.

TSB Verdict Hardwearing, contemporary in appearance and now encompassing all sorts of innovative technologies to make it more energy efficient, stainless steel cookware remains as popular as it has ever been and is a vital part of every cookshop offering.

Above: A stockpot is a great choice for the growing numbers of consumers who like to cook from scratch.

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Above: Stainless steel really catches the eye when it sparkles, which makes it a good candidate for attractive and well-lit store displays.

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Retailer insight “We pride ourselves on stocking high quality homeware products. This is what our customers want, and have come to expect. Brands like simplehuman reflect well on us; not only do they generate higher-value initial purchases than cheaper brands, but customers are more likely to return and make more frequent future purchases when they are truly happy with the original item. Bins that have a variety of high-spec features – like a handy liner storage area, slow close lid or sensor-activated opening – create a persuasive case to buy, especially when combined with well trained staff and the reassurance of a no-fuss warranty.

High quality bins look great too, especially the eye-catching stainless steel ones. I often refer to a display model as a 'silent salesman' as a lot of customers want to get to know a product in person, to ‘try before they buy’. It’s especially important that customers can test out the larger, more expensive models instore so they understand the benefits that accompany a slightly higher price tag.”

Richard Poulson, group housewares buyer, Morleys Stores Group

This section is kindly sponsored by

Day-to-day life has room for improvement. That's the basic thinking behind simplehuman.

By solving simple, often overlooked problems, we make people more efficient in their daily tasks at home, something we've been doing since we were founded in 2000 in Los Angeles.

We call our products tools for efficient living. They’re always simple, functional, and built to last and we only build products we love to use ourselves.

In fact, we can be a bit obsessive. To make our pedal bins easier to use, we experimented with pedal angles and heights until we found just the right balance and feel. Our sensor pump has the fastest sensor we could find so soap is dispensed into your hands five times faster than with a manual pump. Our dishrack has a uniquely angled tray and adjustable spout so the water drains into the sink and not on your countertop.

We test religiously to make sure our products work correctly for years of steady use and we’re very proud of what we do. We delight in that “This is clever!” moment people have when they use one of our products for the first time, and we love that people can get as excited as we are over tools for efficient living. Find out more at www.simplehuman.com/uk

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Waste Storage

Full of Ideas

Inset: Dual-bucket recyclers store rubbish and recycling in one space-efficient spot.

Market overview

Room for improvement - Studies consistently report that kitchen upgrades give homeowners a significant return on their investment - more than 40% in some cases. In a volatile property market, the option to improve rather than move is still very appealing. Kitchens also provide an arena in which to showcase individual taste and style because they are so customisable.

Personalised design united with functionality and practicality means that if the homeowner gets the kitchen right, they're onto a winner.

The hub of the home - Customers will always need attractive waste storage products that complement their kitchen décor so it looks its best when friends pop over for coffee. Homeowners are knocking down the walls that separate living rooms from kitchens, merging the traditionally separate areas for food prep and socialising - inviting the kitchen to take on both roles. The kitchen is now the foremost social space in the home and a showpiece interior.

Longevity - Research shows that consumers want to invest in products that they can keep for years. The desire for premium quality, long-lasting household items has overcome the notion of buying cheap, throwaway products that will need to be replaced before long. When it comes to rubbish and recycling, the aspirational homeowner is looking for a waste storage solution that acts as a permanent feature of their kitchen - much like a fitted appliance - of superior quality, highly functional and a design statement in its own right.

Recycling options - British households now recycle more than ever before, dramatically reducing the amount of waste sent to landfill and the amount of tax paid as a result. Consumer awareness of the need to recycle is at an all-time high and the waste storage market reflects this, with a large range of products designed to keep kitchens looking stylish and making recycling easier at the same time. Customers want simple solutions that take up less of their space and less of their time. Space-efficient designs fit neatly alongside, within or underneath units to suit any layout.

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Innovations ● A fingerprint-resistant finish is an increasingly sought-after addition to bins made from brushed stainless steel.

This coating effectively fills in the minute gaps in the surface of the stainless steel, so smudges and stains don’t get caught in the grain and any dirt that does rest on the bin is easy to wipe off. Both customers and retailers will notice the difference as bins with a fingerprint-resistant finish are easier to maintain and look in top condition for longer. ● Another innovation, designed to make sure bin liners are always where you need them, are liner pocket bins. Exclusively available from simplehuman, liner pockets are an ode to the age of convenience in which we live. Integrated spaces in the back of the bin keep liners at your fingertips for a faster liner change. Just slip a refill pack into the pocket at the back of the bin to dispense fresh liners one at a time - no clumsy perforations or unravelling. ● Odour control has become increasingly relevant as consumers recycle more and throw away less.

To save changing a half-empty liner just because it smells, use an activated charcoal filter to absorb odours naturally.

Trends

Left: Integrated spaces in the back of the bin keep liners at the owner's fingertips for a faster liner change.

Below: Lid shox technology uses air suspension shocks to control the motion of the lid.

While some bins already come with odour absorbing (known as odorsorb by simplehuman) filters integrated into the lid, others can be easily transformed by applying a stick-on filter kit. These kits even work well in fridges and cupboards. ● Look out for bins with sensor technology. In recent years, high-end waste storage products have begun to incorporate infrared sensor technology, so they open and close automatically.

This touch-free operation means that no germs are passed on, and no smudges left behind. The latest sensor bins feature multi-sense technology that reacts and adapts to the user's behaviour so it won't open unexpectedly or close before the task is finished. ● A slow, silent close can be achieved through innovative technology called lid shox, which uses air suspension shocks to control the motion of the lid. When the lid is opened, air is forced out of the cylinder and the piston goes up. As the lid starts to close, air slowly enters the chamber, equalising the pressure so the piston returns at a slow, steady rate.

Right: The integrated liner pocket takes the hassle out

At a time where there’s an app for everything, customers expect more from of emptying the bin. all their household tools. Whether it’s a fridge that gives the weather forecast, a frying pan with an integrated timer, or just a coffee cup that holds a biscuit – there’s a call for items to be multifunctional. The products flying off the shelves are those that can offer a little bit of extra time, space, or convenience to the user.

The fastest trending waste storage requirement is a receptacle that can store rubbish and recyclables in one space-efficient place – why have two bins if one can do the job of both? Rectangular shaped bins with two inner buckets offer the best use of space, with no corner wasted internally or externally, and they are available in a range of capacities to suit individual waste management needs.

Following in this vein, the latest sought-after bin models come with integrated bin liner pockets. These specially designed spaces are set within the bin itself, enabling customers to store refill packs of the liner required, and dispense them one by one, effortlessly, as needed. This means no more fumbling for a roll in the cupboard under the sink, they’re right there — and there are no perforations or unravelling.

So customers want it all, and they want it to look good in the process. Modern kitchens demand a bin that will look stunning while still being able to keep up with the hubbub of day-to-day life. Stainless steel is always a popular choice. Its subtle sheen reflects the surroundings, harmonising with whichever colour palette it’s set in, so while a kitchen's décor may change over time, the bin needn’t – a good thing too as a stainless steel model will last for years!

In short, 2015 is the year consumers bring professional kitchen standards into their own homes. Our kitchens have become the country’s focus, with cooking and all things ‘foodie’ receiving more media attention and spend than ever before. Innovations in the kitchen demand a bin that follows suit – retailers must offer waste storage solutions that take everything consumers love about the classics and add something special, whether it is pioneering motion sensors, smart storage extras, or a clever update to the existing pedal or touch opening mechanism.

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Merchandising tips The more help you can give in the store to communicate both the obvious and more subtle features of higher-margin items, the stronger the case to buy will be. Highlight special features like a fingerprint-resistant coating, liner pockets, or a lid lock. Draw attention to the security of a 10-year warranty, so that consumers are encouraged to trade up from the more basic models. Get to know the products and demonstrate the ergonomic designs, for example, the lid shox slow-close mechanism on a simplehuman bin. This draws attention to the superior engineering, so the customer can truly appreciate the attention to detail in the design. ● Ask suppliers if they will provide training for staff, POS materials or merchandising assistance – most are only too happy to help. ● Merchandise by brand or create themed displays such as Tomorrow’s Technology, Spring Cleaning, Recycling and Home Organisation. ● Bins aren’t usually an impulse buy, so it’s important to offer a wide range. If you have to limit the amount of products on display, prioritise the most popular shape (rectangular) and sizes (30-40 litres). Stainless steel stands out – take at least one bin out of the box and place it in a prominent position to attract interest. ● If you are selling sensor products, keep your demo model clean and appropriately powered (either with a power adapter or good quality alkaline batteries) and test it at least once a week. ● Make use of eye-catching and informative packaging – it will help sell the product for you. ● Ensure that bins are kept clean, particularly those at ground level. Keep a microfibre mitt on hand to polish up stainless steel. ● Display accessories like liners and sensor bin power adapters nearby. Consider having a display near till points for relatively low-cost add-on purchases like microfibre mitts and odour absorbing filters.

Proactive selling questions

Above: If displaying sensor bins, which react and adapt to the user's behaviour, be sure to keep the demo model clean and powered up.

Consumer FAQs

● Where will the bin be used?

Use a guide, like the one below, to help the customer choose the right bin for any given location in their home. ● What size bin do you need?

Bin capacity is usually measured in litres, with a variety of sizes available for different uses: ● 3-10 litre – bathroom/bedroom/office ● 12-25 litre – small household ● 30-35 litre – medium household ● 38-80 litre – large household

Q. How long should a stainless steel bin last?

A. Good quality stainless steel bins should last for a long time and the best ones come with a 10-year warranty. Before buying, check whether the manufacturer has a commitment to high quality materials and construction. Some demonstrate this through rigorous testing that goes beyond the warranty period. For example, a simplehuman pedal is tested to 150,000 steps, the equivalent of 20 steps a day for 20 years.

Q. How should I clean my stainless steel bin?

A. Stainless steel should clean easily choose the right bin customer guide: how to with warm water and a soft cloth. l bins, don’t forget to Microfibre mitts are particularly When evaluating potentia open! lid the with the bin measure the height of for suggested shapes: effective for cleaning stainless steel See the diagrams below without leaving streaky marks. Never use bleach or wire wool.

Q. Which are the best bin liners to buy?

A. Always check the bin’s liner code et: in-cabin rectangular: narrow: to see which size of liner will fit it best. If in doubt, check on the manufacturer’s website. Many manufacturers now sell the correct liners to fit their bins via Above: In-cabinet bins that hang from a the company website - look out for slim: cabinet door fit in the smallest spaces and round: semi-round: bulk liner packs to save money don't need any DIY. Left: This guide shows how to choose the right on postage. bin for different spaces. h

h (lid open)

d

w

lid is a slim bin with a split great under low worktops

or kitchen island

just about anywhere

ideal for smaller kitchens or more minimalist décor

makes the most of tight spaces

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Identifying a good bin There are three key indicators of quality in a bin: Hinge The hinge on a bin is very important. A premiumquality bin will have a hinge that opens wide to accommodate bulky items without the lid hitting the wall behind. A spaceefficient slim profile hinge means the bin can be placed closer to the wall than traditional hinge designs can, and some bins even have an internal hinge so that they can fit flush against a wall or kitchen island.

Pedal The first is the pedal. To ensure durability, this should be tested to around 150,000 steps, which equates to more than 20 steps a day for 20 years. It should also be designed for optimum leverage. If the pedal is mounted lower to the ground, the user does not have to press as hard. A lower pedal is also easier to access and more comfortable to step on, whether the user is wearing fluffy slippers or sky-high stilettos!

Inset: The pedals of quality products are rigorously tested and designed for optimum leverage.

Left: A space-efficient slim profile hinge means the bin can be placed flush against the wall.

Ease of care and maintenance The third consideration is whether the bin is easy to care for. The last thing a customer wants in a bin is for it to be high maintenance, so look out for a fingerprint-resistant coating that will keep stainless steel shiny. Some bins have features that prevent messy bag overhang, or a pocket to store refill liners – taking the hassle out of emptying the bin. Anything that makes life easier for the user is a selling point.

Inset: Don't forget a stylish steel bin for the smallest room.

TSB Verdict As innovations in this sector show, waste storage needn't be boring. There is such a variety of products available that are attractive as well as being functional, that an entire area of a store can be given over to options for waste storage. Many are desirable products in their own right as well as fulfilling a fundamental need. Innovations like slow-closing lids, odour control and fingerprint-resistant steel make bins very appealing to a design-conscious consumer while features like the ability to separate waste from recyclables adds value. simplehuman, touch-bar, lid shox, multi-sense and odorsorb are trademarks or registered trademarks of simplehuman.

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www.simplehuman.com/uk | 01491 875 974 | sales@simplehuman.co.uk

keep liners where you need them Introducing the new simplehuman rectangular pedal bin with liner pocket. Store and dispense liners from inside the bin for a faster liner change.

liner pocket

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